Course detail
International Marketing
FP-EimPAcad. year: 2014/2015
a) Marketing environment in national, international and global perspective
b) The history and current trends in the process of internationalization (incl. EU)
c) Major approaches to the analysis of marketing environment in international scope
d) Marketing mix / extended marketing mix and its use in international marketing
e) Planning, execution and control of marketing strategy in international economic conditions
Language of instruction
Number of ECTS credits
Mode of study
Department
Learning outcomes of the course unit
b) Identify appropriate analytical methods for the analysis of international marketing environment
c) Describe the process of internationalization of a given industry, major trends and expected outcomes from this process
d) Critically evaluate the position of their firm within the context of the achieved and expected level of internationalization within its industry
e) Demonstrate the ability to suggest (international) marketing strategy, adequate to the position of a firm in the market and market conditions
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
Course curriculum
2. The history and current trends in the process of internationalization (incl. EU)
3. Major approaches to the analysis of the marketing environment in the international scope
4. Marketing mix / extended marketing mix and its use in the international marketing
Work placements
Aims
b) To critically evaluate and apply appropriate methods for analysis of the international marketing environment
c) To enable participants to develop awareness of the specific features of marketing tools, deployed in global market conditions
d) To develop skills of using the theory of international marketing in international context
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
Hooley, G. - Saunders, J. - Piercy, Nigel F. 2003. Marketing Strategy and Competitive Positioning, 3rd Edition, London: FT Prentice Hall (EN)
Johnson, G. and Scholes, K., 2002. Exploring corporate strategy: text and cases. 6th ed. (EN)
Keegan, W. - Green, W. 2003. Global Marketing (International Edition) (EN)
Recommended reading
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus