PEMNAMAM International Marketing

School of Business Administration in Karvina
Summer 2022
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
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.
Tue 8:05–9:40 B208
  • Timetable of Seminar Groups:
PEMNAMAM/01: Tue 9:45–10:30 B208, M. Stoklasa
Prerequisites (in Czech)
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 30 student(s).
Current registration and enrolment status: enrolled: 31/30, only registered: 0/30
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to provide students with the necessary knowledge in a comprehensive way to enable their 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. Types of international marketing - The differences between domestic (national) and international (foreign) marketing are examined to properly understand the three main variants of international marketing – export, global, and intercultural. Active and passive motives to enter new market are thoroughly explained.
    2. International marketing environment analysis - International marketing environment and its main aspects are explained through PEST (STEER) analysis and its different variants with the main focus on economic, political and legal, social and cultural, and technological environment. Mentioned are also other suitable analyses and how to properly execute them internationally.
    3. International market research - All the various methods and usable techniques of market research are explained, with focus on techniques that work well on more than one market and are suitable for companies of various sizes, as well as how to do the STP process, i.e. segmentation, targeting, and positioning.
    4. International marketing strategy - Marketing strategy is described through vision, mission, strategic goals and strategy of marketing mix, with accent to differences that need to be adapted when doing business internationally. The various forms of market entry are also thoroughly examined.
    5. Marketing mix - Marketing mix for tangible products consists of 4Ps. Product is explained in detail focusing on the concept of marketing total product, strategies of global or adapted product, branding, and packaging. Price is explained on pricing strategy, focusing mainly on pricing goals, methods, various pricing models and pricing specifics in international marketing. Distribution strategy is based on understanding the role of intermediaries, its various types and methods of structuring distribution chain. Marketing communication is explained through a campaign, with focus on analysis, goals, communication models, tools, budgeting, implementation, and evaluation.
    required literature
  • CATEORA, P R, M C GILLY and J L GRAHAM. International marketing. New York: Mc Graw Hill, 2019. ISBN 978-1-260-54787-0. info
  • TERPSTRA, V, J FOLEY and R SARATHY. International Marketing. Naper Publishing Group, 2016. ISBN 978-0-9817293-8-1. info
    recommended literature
  • KOTLER, P and ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
Assessment methods (in Czech)
Student requirements: attendance at seminars (min. 50% attendance). Assessment: team semester project (20% of marks) and its defence (10% of marks), seminar assignments during the semester (20% of marks), written exam (50% of marks).
Language of instruction
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021.
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