| Course Unit Code | 116-0317/03 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | Second Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| KAU40 | doc. Ing. Lenka Kauerová, CSc. |
| Summary |
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The course explores specificity of international marketing environment based
On the knowledge of general principles of marketing so that the international
marketing goals and tactics of a firm could be defined. And in compliance with definition to decide on market penetration abroad and adjusting the marketing mix to the final market. Students will be gradually acquainted with the ways of reaching foreign markets and particular stages of trade transactions. |
| Learning Outcomes of the Course Unit |
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1. Formulate the specifics of the international marketing surrounding
2. categorize the forms of entries to the international market
3. Consecrate the these of international markets segmentation
4. Evaluate the marketing approaches to adaptation of marketing mix for the international markets
5. Review the possibilities of the marketing activities organization in relation to the international market. |
| Course Contents |
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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 |
| Recommended or Required Reading |
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| Required Reading: |
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Hill, Charles, W.L.: International Business. Mc Craw Hill/Irwin, New York 2011. ISBN 978-0-07-122083-5
Muhlbacher, H., Leihs, H.: International Marketing A Global Perspective. Thomson Learning 2006, ISBN 1-84480-132-2
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. Harlow: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945.
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CATEORA, R. Philip. International Marketing. 17th ed. New York: McGraw-Hill Inc., 2015. 704 p. ISBN 978-0-07-784216-1.
KAUEROVÁ, L., R. KOZEL a M. ZAJAROŠOVÁ. Mezinárodní marketing, SOT. Ostrava: VŠB-TU Ostrava, 2015. 125 s. ISBN 978-80-248-3671-3.
MACHKOVÁ, Hana. Mezinárodní marketing: Strategické trendy a příklady z praxe. 4. vyd. Praha: Grada Publishing, 2015. 200 s. ISBN 978-80-247-5366-9.
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| Recommended Reading: |
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KOTLER, Philipe. Marketing Management. Praha: Grada Publishing, 2013. 816 s. ISBN 978-80-247-4150-5.
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.
Cateora, R. Philip,John L.: International Marketing. McCraw Hill/Irwin 2011 15th edition. ISBN 9780073529943
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KOTLER, Philipe. Marketing Management. Praha: Grada Publishing, 2013. 816 s. ISBN 978-80-247-4150-5.
MACHKOVÁ, Hana. Mezinárodní obchodní operace. 6. vyd. Praha: Grada Publishing, 2014. 256 s. ISBN 978-80-247-4874-0.
ŠTĚRBOVÁ, Ludmila et al. Mezinárodní obchod ve světové krizi 21. století. Praha: Grada Publishing, 2015. 368 s. ISBN 978-80-247-4694-4.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 45 | 30 |
| Examination | Examination | 55 | 21 |