OPF:MARNKMAM International Marketing - Course Information

MARNKMAM International Marketing

Extent and Intensity

0/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Prerequisites

None

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

• Business Economics in Trade and Services (programme OPF, N_EKOMAN)
• Marketing and Management (programme OPF, N_EKOMAN)
• Accounting and Taxes (programme OPF, N_EKOMAN)

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.

Syllabus

• 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
  

Literature

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
• MACHKOVÁ, H. Mezinárodní marketing. Praha: Grada, 2009. ISBN 978-80-244-2986-2. info
• VAŠTÍKOVÁ, M. Mezinárodní marketing. Distanční studijní opora. Karviná: SU OPF, 2009. ISBN 978-80-7248-527-7. info
• MACHKOVÁ, H. a KOL. Mezinárodní obchod a marketing: praktická výkladová encyklopedie. Praha: Grada Publishing, 2002. ISBN 80-247-0364-5. info

recommended literature
• KOL. Mezinárodní obchodní operace. Praha: Grada, 2010. ISBN 978-80-247-3237-4. info
• VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
• JANATKA, F. Mezinárodní obchod a mezinárodní marketing. Brno: NC Publishing, a.s., 2007. info
• 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
• ŠRONĚK, I. Kultura v mezinárodním podnikání. Praha: Grada Publishing, 2001. ISBN 80-247-0012-3. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods

Written exam

Language of instruction

Czech

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

seminar paper, field research, final written exam

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	93
Přednáška	6
Zkouška	40
Summary	145

• Enrolment Statistics (Summer 2014, recent)
  
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