PEMNKIMA Intercultural Marketing

School of Business Administration in Karvina
Winter 2017
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Michal Stoklasa, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
Guaranteed by
Ing. Michal Stoklasa, 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 offered to students of any study field.
Course objectives
The aim of this course is to provide a comprehensive explanation, which should enable students a good orientation in a rather complex field of international marketing in all its forms (intercultural and global). Students will be able to analyze the marketing environment of international markets and create the basis for the company's strategy. Particular emphasis is placed on culture and its influence on consumer behavior on foreign markets.
Syllabus
  • 1.International marketing and its different forms
    2.Culture and cultural models
    3.International marketing environment
    4.Consumer behaviour
    5.Marketing research
    6.International strategic marketing
    7.Multinational companies and forms of market entry
    8.Product in intercultural marketing
    9.Price in intercultural marketing
    10.Distribution in intercultural marketing
    11.Marketing communications in intercultural marketing
    12.Customer relationship management
    13.Possibilities of application of intercultural marketing
Literature
    required literature
  • CATEORA, P. R., GILLY, M. C. a J. L. GRAHAM. International Marketing. Boston, 2009. ISBN 978-0-07-128838-5. info
  • USUNIER, J. C. and J. A. LEE. Marketing across cultures. Harlow: Prentice Hall, 2005. ISBN 0273685295. info
    recommended literature
  • KOTLER, P. and K. L. KELLER. Marketing Management. Harlow: Pearson Education Limited, 2012. ISBN 978-0-13-210292-6. info
  • HOFSTEDE, G., HOFSTEDE, G. J. and M. MINKOV. Cultures and organizations: software of the mind: intercultural cooperation. McGraw-Hill, 2010. ISBN 978-0-07-177015-6. info
  • JOBBER, D. Marketing, Principles and Practice. McGraw-Hill Education, 2010. ISBN 978-0-07-712330-7. info
  • MACHKOVÁ, H. Mezinárodní marketing. Praha: Grada, 2009. ISBN 978-80-244-2986-2. info
Teaching methods
One-to-One tutorial
Skills demonstration
Students' self-study
Assessment methods
Grade
Written exam
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.
Teacher's information
Compose a seminar paper about the application of intercultural marketing in a selected company. The paper is controlled by the lecturer before the exam. Final written exam to verify the knowledge of the whole scope of the subject.
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2018.
  • Enrolment Statistics (Winter 2017, recent)
  • Permalink: https://is.slu.cz/course/opf/winter2017/PEMNKIMA