Course detail

International Marketing

FP-mmPAcad. year: 2023/2024

Course is focused on accumulation of theoretical knowledge, understanding and "best practices" utilization in international business context, with special focus on B-2-B and technology markets. Special attention is being paid to the preparation of marketing plan of international markets penetration as well as "best practices" through practical business examples and case-studies related.

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Entry knowledge

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

Rules for evaluation and completion of the course

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%)


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.
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.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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.

Recommended reading

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)


Classification of course in study plans

  • Programme MGR-MEO Master's, 1. year of study, winter semester, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer


13 hours, compulsory

Teacher / Lecturer