Course detail

International Marketing

FP-IBinmPAcad. year: 2022/2023

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

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

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.


Not applicable.

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

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%)

Course curriculum

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

Work placements

Not applicable.


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.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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.

Recommended reading

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.


Classification of course in study plans

  • Programme MGR-Z Master's

    branch MGR-Z , 1. year of study, summer semester, elective

  • Programme MGR-IBM Master's, 1. year of study, summer semester, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer


13 hours, compulsory

Teacher / Lecturer