Course detail

International Marketing

FP-mmPAcad. year: 2026/2027

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

Czech

Number of ECTS credits

5

Assignment to study programme types

Master's

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Department of Management (ÚM)

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:
- team project and its presentation (50 %)
- verbal exam (50 %)



Aims

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

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

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

 

Lecture

26 hours, optionally

Teacher / Lecturer

Ing. Jakub Ulč

Syllabus

1. Introduction and basic information about the course; assignment of team projects.
2. Strategic marketing market analyses in an international context—external factors.
3. Strategic marketing market analyses in an international context—internal factors.
4. The product as added value for the customer; portfolio analysis in an international context.
5. Fundamentals of marketing research and its application in international marketing.
6. Market segmentation in an international context, targeting, and positioning.
7. Pricing in an international environment.
8. Distribution and its forms in an international environment.
9. Marketing communication in an international environment—traditional forms.
10. Marketing communication in an international environment—online and digital channels.
11. Customer Relationship Management and relationship marketing in an international environment.
12. Overview of alternative strategic approaches in international marketing.
13. Future trends and new approaches in the field of international marketing.

The lectures present appropriate methodologies for developing marketing plans for entering and operating in foreign markets within the context of international marketing.

Exercise

13 hours, compulsory

Teacher / Lecturer

Ing. Jakub Ulč

Syllabus

The course is structured around consultations and interim presentations of team projects. At the end of the semester, each team presents and is evaluated on a fully developed team project—a marketing plan for entering a selected foreign market.

Self-study

52 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

The 52-hour self-study component includes ongoing study of recommended professional literature and theoretical materials, independent preparation for class exercises, completion of a semester project (case studies), and systematic preparation for midterm exams and the final exam.

Individual preparation for an ending of the course

38 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

Individual preparation for the course final, totaling 38 hours, includes a comprehensive review of the course material and recommended reading, practical exercises using model problems and examples, and systematic preparation for both the written and oral portions of the final assessment.