Czech

5

Not applicable.

Having passed the course, the student should be ready for critical analysis of available analytical methods and procedures of international marketing environment, for considered selection of the most appropriate marketing tools for creation and realization of foreign market entry strategy.

For successful passing the course, the understanding of marketing concept principles and knowledge of basic marketing terms and tools are required.

Not applicable.

The teaching process is based both on lectures and seminars.
Lectures are focused on the presentation of theoretical concepts, the appropriate methodology for market entry plan and its execution on international markets will be discussed.
Seminars will be based on consultations and presentations of team projects. At the final stage of semester, the comprehensive team project will be presented and assessed.

The evaluation will consist of assessment of the processing and presentation of team project - the foreign market entry plan and verbal exam, aimed at assessment of understanding international marketing methods and principles.
The course grading is as follows:
- active participation at lectures (10%)
- team project and its presentation (50%)
- verbal exam (40%)

1. Introduction, course overview, team project specification
2. Strategic marketing position analysis in international environment – external factors
3. Strategic marketing position analysis in international environment – internal factors
4. Product in a mean of added value for customers in international context
5. Marketing research basics and its use in international marketing
6. Market segmentation, targeting and positioning in international environment
7. Pricing in international business
8. Distribution channels in international business
9. Marketing communication internationally – traditional forms
10. Marketing communication internationally – online and digital channels
11. Customer Relationship Management and Relationship marketing in international environment
12. Future trends in international marketing
13. Project presentations, summary and feedback

Not applicable.

The aim of this course is to provide to students a wide spectrum of information on current trends in marketing utilization in international business conditions, as well as a chance to critically analyse of principles, used in international marketing.

Not applicable.

Not applicable.

Not applicable.

MACHKOVÁ, H. Mezinárodní marketing: [strategické trendy a příklady z praxe]. 4. vyd. Praha: Grada, 2015. Expert (Grada). ISBN 978-80-247-5366-9.
JAKUBÍKOVÁ, D. Strategický marketing: Strategie a trendy. Praha: Grada, 2008. Expert (Grada). ISBN 978-80-247-2690-8.

BRADY, D. L. Essentials of international marketing. Armonk, N.Y.: M.E. Sharpe, c2011. ISBN 978-0-7656-2475-
JEFFREY, E. C. A short course in international marketing approaching and penetrating the global marketplace. 3rd ed. Petaluma, CA: World Trade Press, 2009. ISBN 978-160-7800-071.
KEEGAN, W. J. a M. C. GREEN. Global marketing. 3rd ed. Upper Saddle River, N.J.: Prentice Hall, c2003. ISBN 978-0130669988.
KIRPALANI, V. H., L. GARBARSKI a E. KAYNAK. Successfully doing business/marketing in Eastern Europe. New York: Routledge, 2009. Routledge studies in international business and the world economy, 46. ISBN 978-0-7890-3272-0. (CS)
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 14th [ed.]. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 978-0132102926. (CS)
SVĚTLÍK, Jaroslav. Marketing pro evropský trh. Praha: Grada, 2003. Manažer. ISBN 80-247-0422-6. (CS)

eLearning: currently opened course

13 hours, compulsory

eLearning: currently opened course