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International Marketing

International Marketing
116-0517/01
angličtina International Marketing
116-0517/02
angličtina International Marketing
116-0517/03
angličtina International Marketing
116-0517/04
angličtina

Summary

The course explain the importance of international marketing, its role in the global market, explain concepts and marketing tools toward individual territories and the global market, introduce the students to the specifics of the international environment, the determinants and risks of international business.

Literature

CZINKOTA, Michael R. and Ilkka A. RONKAINEN. International Marketing. 10th ed. Boston: Cengage Learning, 2013. 720 p. ISBN 978-1-133-62751-7.
GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295.
KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 9th ed. New York: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945 .

Advised literature

HILL, Charles W. L. and G. Tomas M. HULT. International Business: Competing in the Global Marketplace. 11th ed. New York: McGraw-Hill Education, 2016. 704 p. ISBN 978-1259578113 .
O'GUINN, Thomas et al. Advertising and Integrated Brand Promotion. 7th ed. Stamford: Cengage Learning, 2014. 432 p. ISBN 978-1285187815 .
USUNIER, Jean-Claude and Julie Anne LEE. Marketing Across Cultures. 6th ed. Harlow: Pearson Education Limited, 2013. 496 p. ISBN 978-0273757733 .


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Language of instruction angličtina, angličtina, angličtina, angličtina
Code 116-0517
Abbreviation IM
Course title International Marketing
Coordinating department Department of Marketing and Business
Course coordinator Ing. Markéta Zajarošová, Ph.D.