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Terminated in academic year 2020/2021

International Marketing

Type of study Follow-up MasterBachelor
Language of instruction English
Code 116-0517/01
Abbreviation IM
Course title International Marketing
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Lenka Kauerová, CSc.

Subject syllabus

Introduction to IM
The International Environment
The Economic Environment
The Culture Environment
The Product Policy
Distribution
The International Promotion
Pricing Policy
The Planning Process
Organization and Control in IM

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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