PEMNAINM International Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2021
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
doc. Ing. Halina Starzyczná, 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.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.
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
Předmět je zařazen také v obdobích léto 2022, léto 2024, zima 2024.