- Syllabus: a link to the course syllabus can be found by expanding the "Info" item to the right below the introductory image on the main page of the interactive course syllabus..
- Schedule, teacher (incl. The link to the personal cards), the summary of the course (exams, points ...) after logging in to IS SU using the "Student" tile by opening the menu for the given course.
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Homework Vault
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ROPOT
Organization of teaching, communication, evaluation
Signpost
Course organization
1. Elaboration of seminar work in groups and its submission in the IS always before its presentation (detailed information about the seminar paper is in the first lecture). Maximum15 points.
2. Passing the final test (maximum 40 points).
3. Voluntary tasks - you can achieve bonus points above the maximum.
Classification scale:
A | 55 - 52 |
B | 51 – 48 |
C | 47 – 43 |
D | 42 – 38 |
E | 37 - 33 |
Course description
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.
Communication
You can use the following options for communication in the subject:
- for public communication between students or students and the teacher you can use the discussion forum.
- You can also contact the teacher via e-mail - in this way you can arrange an online private consultation in MS-Teams (or a consultation at the faculty).
- use the maximum planned full-time (on-line) teaching to contact the teacher.
Other IS options related to communication and information
- collaborate with colleagues or help colleagues by sharing their materials, notes.
- get notifications about changes in the selected subject folder.
- information on scoring or grading can be found during the semester in notebooks.
Literature
|
Mandatory: CATEORA, P. R., M. C. GILLY a
J. L. GRAHAM, 2019. International
marketing. New York: Mc Graw Hill. ISBN 978-1260547870. TERPSTRA, V., J. FOLEY A R.
SARATHY, 2016. International Marketing.
Naper Publishing Group. ISBN 978-0981729381. Recommended: CRESWELL, J. W. a J. D.
CRESWELL, 2018. Research design:
qualitative, quantitative, and mixed methods approaches. Los Angeles:
SAGE. ISBN 978-1-5063-8670-6. FOLSOM, R. H., M. W. GORDON, M.
P. VAN ALSTINE a M. D. RAMSEY, 2016. International
business transactions in a nutshell. St. Paul, Minn: West Academic
Publishing. ISBN 9781634598934. HAMILTON, L. a P. WEBSTER,
2015. The international business
environment. Oxford: Oxford University Press. ISBN: 978-0-19-870419-5. KOTLER, P., G. ARMSTRONG a M. O.
OPRESNIK, 2018. Principles of marketing.
Harlow, England: Pearson. ISBN 978-1-292-22017-8. |
Study materials
Information on materials
All necessary materials can be found in the teaching materials folder of the subject.
The course is structured into 12 lecture blocks, see the organizational block and the 1st lecture, so there are also 12 PowerPoint presentations.
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https://is.slu.cz/el/opf/leto2022/PEMNAMAM/um/
Tests, tasks
Tasks, seminar work
Here you will find a link to the submission space where you can upload your voluntary assignments and seminar papers.
Submissions
Home work, seminar paper, voluntary tasks.