- 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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Odevzdávárna
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Odpovědník
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 below and also in the first lecture). Maximum 15 points.
2. Passing the final test (maximum 40 points).
3. Voluntary tasks - extra activities will be available throughout the semester where students can score bonus points.
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.
Hybrid teaching
- Some students will be present on-site (in class-room) and some will be on-line (in MS Teams).
- We will go through our lecture (2 hours) and seminar (1 hour) as a one block of 3 hour long workshop. I will be explaining theory for 15-20 minutes and then you will be trying to apply it on your chosen company.
- Our presentations will be filled with questions, tasks, and other means of interaction to teach you as much as possible in a fun way.
- We will evaluate the answers and your work all together, meaning all students on-line and on-site.
Seminar paper
The main topic of the seminar paper is to describe the international marketing of a chosen company. By writing this seminar paper you will gradually learn all the main topics in this course and be prepared for the final test. We will use the SBA official Word template and I will guide you how to use it, so writing your final thesis will be much easier.
The aim of the seminar paper is to describe the differences in the functioning of the selected company in different markets!
Each chapter should contain your own ideas written in your own words. The length of the paper is very short, so try to capture the essentials. Seminar paper should not contain theory. Seminar paper should prove that you understand the theories being discussed and can apply them in practice.
The presentation should take about 10-15 minutes. The aim is not to present theory. You do not need to present all parts of the paper, choose important and interesting stuff, justify the deleted portions. Presentations should be focused on practical demonstration of international marketing applications in the chosen company.
The structure of the seminar paper should follow this framework:
- A brief general description of the selected entity - mission, vision, objectives. (1 page)
- International marketing environment - describe the macro environment, which environmental elements affect the company and how, try to capture the differences in the various markets, no theory and generalization, everything must be practical. (2 pages)
- International strategies and entry forms - describe strategies for different markets, segmentation, targeting, positioning, entry forms in different markets. (2 pages)
- Marketing mix - characterize the marketing mix and its differences for different markets, specifically how product / price / distribution / communication differ on specific markets. (2 pages)
- News - relating to the subject in an international environment, again, not general news, but the news with links to international marketing. (1 page)
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. KOTLER, P., G. ARMSTRONG a M. O. OPRESNIK, 2018. Principles of marketing. Harlow, England: Pearson. ISBN 978-1-292-22017-8. 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. |
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.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/
Lecture 1 - Introduction to International Marketing
Introduction to International Marketing
This lecture starts off with basic information about the course, requirements, seminar paper, literature and other necessary information.
The main topic of the lecture is the introduction to International Marketing, its three basic concepts and motives to enter foreign markets.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar1_Introduction_to_IM.pptx
Task
Create teams for seminar paper. Teams should consist of 3 to 4 students.
Choose a company for your seminar paper.
5 minutes for the task, 5 minutes for company evaluation.
What would you say are the most important differences between the three concepts of international marketing?
Task
Watch the video about the case study „Mark Ritson on the effectiveness of Tourism Australia's award-winning 'Dundee‘ ad“.
What would you say are the most important motives to enter foreign markets? (on-site students)
What do you think are the barriers to enter foreign markets? (on-line students)
Lecture 2 - PEST Analysis
PEST Analysis
This lecture is about the PEST analysis (nowadays called STEER). You will learn the general information about the analysis, how to conduct it, where to get data and what type of data, how to consider the time frame. Further, discussed will be factors from economic, technological and politico-legal environments.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar2_PEST.pptx
Task
Have you created the groups for seminar paper? Chosen a company? Downloaded Word Template? Made it available to me online so I can see your progress?
If any of the steps are not fully done, complete them now.
5 minutes for the task, 5 minutes evaluation. In the end I need links for online documents from all groups.
Task
Write down trends in macro environment in your country. Present to us the ones I have not mentioned.
15 minutes for task, 10 minutes for discussion. On-line and on-site students take turns in presenting.
What economic characteristics are important for startups?
What technological characteristics are important for startups?
What politico-legal
characteristics are important for
startups?
Task
Start working on PEST analysis for your seminar paper with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
Lecture 3 - Cultural environment in PEST analysis
Cultural environment in PEST analysis
This lecture is about the cultural environment in PEST analysis. It has the biggest impact on consumer decision making and is the hardest to quantify (measure) so it is included as a separate lecture. The lecture deals with the culture in marketing, categories of cultural environment and Hofstede cultural dimensions.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar3_Culture.pptx
What are the biggest religions in the world?
What is their impact on consumer behavior?
How is your country specific according to the cultural categories?
What are the values for Hofstede's five universal cultural dimensions for your country?
Task
Finish your seminar paper with the cultural dimensions with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
30 minutes for task, 10 minutes for evaluation.
Lecture 4 - International Marketing Research
International Marketing Research
This lecture is focused on explaining what is International Marketing Research, what types of research can companies use to obtain the data they need to be able to make informed decisions in their international endeavours. Included are research methods, research process, types of international research and specialised research techniques.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar4_Research.pptx
What types of research do you think we do the most
in International Marketing?
Where would you use continuous research vs. one-time research?
Task
Continue the work on your seminar paper. Try to finish the PEST analysis block with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
30 minutes for task, 10 minutes for evaluation.
Lecture 5 - Market Entry Methods
Market Entry Methods
This lecture is focused on the methods that companies can use to get their products to other countries. The methods are ranked from the easiest to the most demanding.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar5_Market_Entry.pptx
Imagine you own a small company producing chocolate in the Czech Republic – how would you plan your expansion in other countries?
Task
Continue the work on your seminar paper with market entry methods for various markets with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
30
minutes for task, 10 minutes for evaluation.
Lecture 6 - Strategic International Marketing
Strategic International Marketing
This lecture is about strategic principles in international marketing. The focus is on strategic marketing process, mainly vision, mission, strategic goals and various strategies. The lecture ends with a block about the STP process.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar6_Strategic_IM.pptx
Task
Without finding it on-line, create a vision and mission for your favourite company.
10
minutes work, 5 minutes presentation.
Task
Create several personas for your chosen company.
10 minutes work, 5 minutes discussion.
Task
Continue the work on your seminar paper with international strategy for various markets with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
30 minutes for task, 10 minutes for evaluation.
Lecture 7 - Product
Product
This lecture is focused on product in international marketing. First, the general concept of product is explained, with the whole product model and the value of the product for customer. Strategies of product adaptation and standardization are explained. The differences of product life cycle in international environment are characterized. And the most common adaptation, the product packaging, is detailed.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar7_Product.pptx
Task
Choose a product and try to apply the whole product model, assign values and guess the costs.
Do this task online and share the output with all of us.
10 minutes for the task, 10 minutes discussion about the results, on-line and on-site students take turns in presenting.
Task
Load Vevox app, choose which products are globalized, standardized or localized.
10 minutes for the task.
What biggest differences in packaging have you noticed in the
Czech Republic compared to your home
country?
Task
Continue the work on your seminar paper. Start the marketing mix block with details about product differentiation with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
Each team will be checked by me.
30 minutes for task, 10 minutes for evaluation.
Lecture 8 - Price
Price
This lecture is about the price in international marketing. General basics are covered first. Factors affecting pricing are explained next. Followed with international pricing strategies and the process of price formation.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar8_Price.pptx
Everybody, use the white-board to pick a product.
After we pick the product, try to guess as many factors affecting the price as possible. 5 minutes.
Final discussion about the factors. 5 minutes.
Task
Continue the work on your seminar paper. Continue the marketing mix block with details about price with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
Each team will be checked by me.
30 minutes for task, 10 minutes for evaluation.
Lecture 9 - Distribution
Distribution
This lecture deals with international distribution policy. The main topic is the international distribution strategy. Trends and issues of international distribution are mentioned in the final part of the presentation.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar9_Distribution.pptx
Can we be succesful with just an e-shop in a foreign country?
Explain why.
How long
is the distribution chain for bananas?
Task
Explain the trends and issues of distribution in your home country. Use the white-board in MS Teams.
10 minutes for the task, 10 minutes discussion.
Task
Continue the work on your seminar paper. Continue the marketing mix block with details about distribution with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
Each team will be checked by me.
30 minutes for task, 10 minutes for evaluation.
Lecture 10 - Communication
Communication
This lecture is about the marketing communication in the international environment. Explained is marketing communication in general, communication process, the differences in the international environment, communication strategy, and various communication tools.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar10_Communication.pptx
What do you think are the differences in communication in an international
environment?
Task
Find positively accepted advertisement from your home country and present it to other students.
Explain the strong points.
5 minutes task, 10 minutes discussion.
Task
Find a failed campaign from a foreign company in your home country.
Explain to other students why it failed.
10 minutes task, 10 minutes discussion.
Task
Continue the work on your seminar paper. Continue the marketing mix block with details about communication with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
Each team will be checked by me.
30 minutes for task, 10 minutes for evaluation.
Lecture 11 - CRM and Services
CRM and services
This lecture is about the Customer Relationship Management and Services in international marketing. Explained are the way how CRM functions, differenc of services to tangible products, and some initial thoughts to negotiations in business.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/leto2024/PEMNAINM/um/IntMar11_CRM_and_Services.pptx
Where do you encounter CRM
in your real life?
What do you think are the main challenges in services in international
environment?
What were the issues you had
in a foreign
country that could be described as cultural shock?
Task
Finish the seminar paper. If you do not know anything, have some problem areas, ask other student groups to give you feedback and advice.
Task is with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
Each team will be checked by me.
30 minutes for task, 10 minutes for evaluation.
Lecture 12 - Seminar Paper presentation
Seminar Paper presentation
This week we will only have presentations of all your seminar papers. Please use the Vevox link to evaluate the performance of all the groups.
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.