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Lecturer(s)
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Vydrová Janka, Ing. Ph.D.
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Course content
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Introduction to international marketing. International marketing environment. Purchase contract and INCOTERMS 2010. Specifics of international marketing mix. Media Brief. International marketing planning. Social factors in international marketing. International marketing research. Portfolio of analysis used in international marketing. Concept of international marketing. Segmentation in international marketing. Positioning in the international environment. Product life cycle on international markets. Forms of entry of companies to international markets. Competitive and marketing strategies in an international environment. Institutions in international business. New trends in international marketing.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Activating (Simulation, games, dramatization), E-learning
- Participation in classes
- 39 hours per semester
- Term paper
- 20 hours per semester
- Preparation for examination
- 35 hours per semester
- Home preparation for classes
- 10 hours per semester
- Preparation for course credit
- 6 hours per semester
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| prerequisite |
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| Knowledge |
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| Basic knowledge of marketing: marketing mix, marketing research. Basic knowledge of English (the used texts and videos are in English). |
| Basic knowledge of marketing: marketing mix, marketing research. Basic knowledge of English (the used texts and videos are in English). |
| learning outcomes |
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| The student has knowledge about international marketing, is able to orientate in basic requirements of international sales contract, INCOTERMS clauses and in specifics of international marketing mix and media brief. Student is able to realize basic portfolio analysis and PEST analysis on business conditions in international environment. Students has knowledge of forms of entry into international markets as well as competitive strategies in international markets and major institutions that influence international business worldwide. |
| The student has knowledge about international marketing, is able to orientate in basic requirements of international sales contract, INCOTERMS clauses and in specifics of international marketing mix and media brief. Student is able to realize basic portfolio analysis and PEST analysis on business conditions in international environment. Students has knowledge of forms of entry into international markets as well as competitive strategies in international markets and major institutions that influence international business worldwide. |
| popíše specifika mezinárodního marketingového prostředí |
| popíše specifika mezinárodního marketingového prostředí |
| užívá základní terminologii z oblasti kupní smlouvy a INCOTERMS 2020 |
| užívá základní terminologii z oblasti kupní smlouvy a INCOTERMS 2020 |
| vysvětlí media brief |
| vysvětlí media brief |
| vymezí sociální faktory k mezinárodním marketingu |
| vymezí sociální faktory k mezinárodním marketingu |
| rozliší životní cyklus výrobků v mezinárodním prostředí |
| rozliší životní cyklus výrobků v mezinárodním prostředí |
| will describe the specifics of the international marketing environment |
| will describe the specifics of the international marketing environment |
| uses basic terminology from the field of purchase contract and INCOTERMS 2020 |
| uses basic terminology from the field of purchase contract and INCOTERMS 2020 |
| the media brief explains |
| the media brief explains |
| defines social factors for international marketing |
| defines social factors for international marketing |
| differentiate the life cycle of products in an international environment |
| differentiate the life cycle of products in an international environment |
| Skills |
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| určí formy vstupu firem na mezinárodní trhy |
| určí formy vstupu firem na mezinárodní trhy |
| objasní konkurenční strategie v mezinárodním prostředí |
| objasní konkurenční strategie v mezinárodním prostředí |
| rozliší marketingové strategie v mezinárodním prostředí |
| rozliší marketingové strategie v mezinárodním prostředí |
| aplikuje mapu vnímání v mezinárodním prostředí |
| aplikuje mapu vnímání v mezinárodním prostředí |
| užívá portfolio analýzy v mezinárodním marketingu |
| užívá portfolio analýzy v mezinárodním marketingu |
| will determine the forms of entry of companies into international markets |
| will determine the forms of entry of companies into international markets |
| will clarify competitive strategies in an international environment |
| will clarify competitive strategies in an international environment |
| differentiate marketing strategies in an international environment |
| differentiate marketing strategies in an international environment |
| applies the map of perception in the international environment |
| applies the map of perception in the international environment |
| uses portfolio analysis in international marketing |
| uses portfolio analysis in international marketing |
| teaching methods |
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| Knowledge |
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| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| E-learning |
| E-learning |
| Activating (Simulation, games, dramatization) |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Activating (Simulation, games, dramatization) |
| assessment methods |
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| Oral examination |
| Oral examination |
| Written examination |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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CATEORA, P. R., GRAHAM, J. L. International Marketing. New York : McGraw-Hill, 2002. ISBN 0-07-112312-1.
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JANATKA František. Podnikání v globalizovaném světě. Praha: Wolters Kluwer, 2017. ISBN 978-80-7552-754-7.
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KEEGAN, W. J., GREEN, M. C. Global Marketing. Upper Saddle River : Prentice Hall, 2003. ISBN 0130669989.
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Koprlová, Jana. Marketing : studie z mezinárodní praxe. 1. české, zcela přeprac. a zaktualiz. vyd. Beroun : Newsletter, 2009. ISBN 978-80-7350-084-9.
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KRÁL, P., MACHKOVÁ, H., LHOTÁKOVÁ, M., COOK, G. nternational marketing: theory, practices and new trends. Prague: Oeconomica, nakladatelství VŠE, 2016. ISBN 978-80-245-2152-7.
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MACHKOVÁ, H. Mezinárodní marketing : nové trendy a reflexy změn ve světě. Praha : Grada, 2009.
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MACHKOVÁ, H. Mezinárodní marketing - Strategické trendy a příklady z praxe. Praha: Grada, 2015. ISBN 978-80-247-5366-9.
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MEIXNEROVÁ, L., ZAPLETALOVÁ, Š., STEFANOVOVÁ, Z. Mezinárodní podnikání: vybrané strategické, manažerské a ekonomické aspekty. Praha: C. H. Beck, 2017. ISBN 978-80-7400-654-8.
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Mooij, M. Global Marketing and Advertising : understanding Cultural Paradoxes. Sage Publications.
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TAHAL, R. a kol. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8.
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