English

Not applicable.

Of all faculties

The knowledge of basic marketing terms and concepts.

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%)

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.

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

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.

Not applicable.

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.

JOHNSON, Gerry, Kevan SCHOLES a Richard WHITTINGTON. Exploring corporate strategy. 7th ed. New York: FT/Prentice Hall, 2005. ISBN 978-0273687344.
KOTLER, Philip a Kevin Lane KELLER. Marketing management. 14th ed. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 978-0132102926.