FP-IBinmPAcad. year: 2020/2021
Course is focused on international marketing strategies with focus on B-2-B and technology markets. Concentration is also on the practical business examples and case-studies related.
Main focus of the course is in the following topics:
• marketing environment in national, international and global perspective
• The history and current trends in the process of internationalization and business globalization
• Major approaches to the analysis of the marketing environment in the international scope
• Marketing mix / extended marketing mix and its use in the international marketing
• Practical planning, execution and control of the marketing strategy in the international economic conditions
• Practical preparation of the marketing plan to enter new international market
Offered to foreign students
Of all faculties
Learning outcomes of the course unit
Major learning outcomes of the course are the following knowledge, skills and competences:
1. Basis for the business marketing concept in international and global environment
2. Strategic marketing analysis methods in global marketing
3. Preparation of the international market entry plan
4. Implementation of the global marketing strategy and useful tools
5. Strategic, financial, ethical and other aspects of the global marketing strategy
Additional specific goals of the course are the following:
• Develop strategic planning and execution skills within a rapidly changing environment.
• Crystallize the linkages between business decisions and financial performance.
• Internalize how important it is to use market data and competitive signals to adjust the strategic plan and more tightly focus business tactics.
• Build confidence through knowledge and experience.
The knowledge of basic marketing terms and concepts.
Recommended optional programme components
Recommended or required reading
BRADY, D. L. Essentials of international marketing. Routledge, 2014. ISBN: 978-0-7656-2475-8.
KIRPALANI, V. H., GARBARSKI, L., KAYNAK, E. Successfully Doing Business/Marketing in Eastern Europe, New York: Taylor & Francis, 2009. ISBN 978-0-7890-3272-0.
KOTLER, Philip a Gary ARMSTRONG. Principles of marketing. Seventeenth edition. Hoboken: Pearson Higher Education, 2018. ISBN 978-0134492513.
KOTLER, Philip a Kevin Lane KELLER. Marketing management. 14th ed. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 978-0132102926.
JOHNSON, Gerry, Kevan SCHOLES a Richard WHITTINGTON. Exploring corporate strategy. 7th ed. New York: FT/Prentice Hall, 2005. ISBN 978-0273687344.
Planned learning activities and teaching methods
Standard sessions typically 50% standard lecture and 50% group work and group discussions on case-studies. Supported also by video materials.
Part of the time dedicated to team and individual work on the projects.
Assesment methods and criteria linked to learning outcomes
Course evaluation is based on presence at the seminars (10 %), Preparation of a seminar work - team project in small teams of max 3 students (40 %), its defence (10 %) and oral examination (40 %).
Team project instructions will be discussed at the beginning of semestr.
Oral exam will be in the form of short expert discussion on selected International Marketing topic including practical applications.
Students with individual plan can make the project part individually. Topic and goals of the project have to be discussed and confirmed by lecturer.
Language of instruction
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
The overall objective of this course is to develop the professional marketing skills in the way to prepare and execute strategic plans to enter new markets in international business environment.
Students will get guideline and in small teams will prepare strategic marketing plan to enter new international market.
Specifical goals are:
a) To enable participants to develop an awareness of the importance of global marketing issues, both from macro- and micro - economic perspective
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
Attendance at individual seminars is not compulsory, but it is scored.
Seminars are obligatory, where ongoing consultations of milestones during the processing of marketing plans take place.