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Strategy of Entering Foreign Markets

Type of study Doctoral
Language of instruction Czech
Code 116-0948/04
Abbreviation IM
Course title Strategy of Entering Foreign Markets
Credits 10
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Lenka Kauerová, CSc.

Subject syllabus

1. International marketing management
2. Strategies in international trade
3. Intercultural marketing
4. Hofstede's cultural dimensions and their measurement
5. Globalization of consumption and individualization of consumers
6. International marketing research

Literature

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 .

Advised literature

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 .


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