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Strategy of Entering Foreign Markets

Anotace

The aim of the course is to deepen knowledge in the field of international business operations and related marketing approaches. Emphasis is placed on the specification of intercultural differences and their influence on marketing decisions, attention is paid to Hofstede's dimensions.

Povinná literatura

GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295.
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 .
KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 9th ed. Harlow: Pearson Education, 2016. 624 p. ISBN 978-0134129945 .

Doporučená literatura

HILL, Charles W.L. and G. Thomas M. HULT. Global Business Today. 14th ed. New York: McGraw Hill, 2015. 541 p. ISBN 978-00-781-1291-1 .
REUVID, Jonathan. Global Innovation: Developing Your Business for a Global Market. London: University of Buckhingam Press, 2021. 250 p. ISBN 978-1787198609 .
SELCH, Zach. Global Sales: A Practical Playbook on How to Drive Profitable Growth for International Sales and Marketing Leaders. 1st ed. USA: Global Sales Mentor, 2020. ISBN 978-1-7359131-0-0 .


Language of instruction čeština, čeština, čeština
Code 116-0948
Abbreviation IM
Course title Strategy of Entering Foreign Markets
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Lenka Kauerová, CSc.