PEMNAMAM International Marketing

School of Business Administration in Karvina
Summer 2016
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Halina Starzyczná, Ph.D.
Department of Business Economics and Management - School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to provide comprehensive study material which should enable students better orientation in a relatively complex area of international business and enable them to apply their knowledge of international markets and international marketing methods in practice. International marketer needs to know, analyze and respond to changes in the international environment and also needs to be able to successfully apply knowledge of specific marketing strategies that determine the success of international business.
  • 1. The essence of international marketing and its specifics.
    2. International marketing environment, economic environment and its main aspects.
    3. International legal and political environment.
    4. International cultural and social environment.
    5. International market research.
    6. Country segmentation and targeting.
    7. Strategic planning in international marketing.
    8. Business methods and forms of entry into foreign markets.
    9. International product strategy.
    10. International pricing strategy.
    11. International distribution strategy.
    12. International communication process.
    13. International marketing of services.
    required literature
  • MACHKOVÁ, H., KRÁL, P., LHOTÁKOVÁ, M. International marketing: theory, practices and new trends. VŠE Praha Oeconomica., 2010. ISBN 978-80-245-1643-1. info
  • CATEORA, P. R., GILLY, M. C., GRAHAM, J. L. International Marketing. Boston, 2009. ISBN 978-0-07-128838-5. info
    recommended literature
  • BIRTWISTLE, G., BRUCE, M., MOORE, CH. M. International Retail Marketing: a case study approach. Amsterdam: Elsevier., 2004. ISBN 978-0-7506-5748-8. info
  • CATEORA, Ph. R., GRAHAM, J.L. International Marketing, 11th Edition. The McGraw-Hill Companies, 2002. ISBN 0-07-112312-1. info
Teaching methods
Skills demonstration
Seminar classes
Assessment methods
Written exam
Language of instruction
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
attendance in seminars 70 %, seminar paper, defence of seminar paper, field research, final written exam
ActivityDifficulty [h]
Ostatní studijní zátěž66
The course is also listed under the following terms Summer 2015, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Summer 2016, recent)
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