OPF:PEMNAINM International Marketing - Informace o předmětu

PEMNAINM International Marketing

Rozsah

2/1/0. 6 kr. Ukončení: zk.

Vyučující

Ing. Michal Stoklasa, Ph.D. (přednášející)

Garance

doc. Ing. Halina Starzyczná, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.

Rozvrh

St 8:55–10:30 AULA

• Rozvrh seminárních/paralelních skupin:

PEMNAINM/01: St 10:35–11:20 AULA, M. Stoklasa

Předpoklady

FAKULTA(OPF) && TYP_STUDIA(N) && FORMA(P)

Omezení zápisu do předmětu

Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 58 stud.
Momentální stav registrace a zápisu: zapsáno: 26/58, pouze zareg.: 4/58

Mateřské obory/plány

• Economics and Management (program OPF, N_EME)

Výstupy z učení

The student is able to distinguish between domestic and international marketing and explain its types—export, global, and intercultural—including active and passive motives for entering foreign markets; can analyze the international marketing environment using PEST (or STEER) and its variants, focusing on political, economic, legal, social, cultural, and technological aspects, and can apply other appropriate analytical tools in an international context; understands international marketing research methods; is able to select and apply appropriate research techniques for various markets and conduct STP for international target groups; can interpret the vision, mission, and strategic marketing objectives tailored to international markets, propose appropriate marketing strategies, and evaluate various forms of market entry; is able to apply the marketing mix in an international environment—develop product strategies, including branding and packaging; propose pricing strategies with regard to international specifics; design appropriate distribution systems using intermediaries, and plan and evaluate integrated international communication campaigns.

Osnova

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.

Vyučovací jazyk

Angličtina

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Studijní materiály

• Statistika zápisu (nejnovější)
  
• Permalink: https://is.slu.cz/predmet/opf/leto2026/PEMNAINM