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Lecturer(s)
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Weberová Dagmar, doc. PhDr. Ph.D., MBA.
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Course content
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1. Characteristics of globalization. 2. Global aspects of contemporary world development, the beginnings of globalization, the emergence of a new world reality, characteristics of globalization processes in the world - economy, culture, national interests, supranational entities. 3. History of globalization. 4. Analysis of the process of the Czech Republic's accession to the supranational EU - factual and communication aspects of the issue, nation state or supranational entity - what forces play a role in the polarity of opinions, the emergence of a new culture, intercultural complications, or the emergence of a new culture. 5. International economic trends - new phenomena in marketing and a new image of the future, characteristics of the main driving forces of supranational economic groups, the process of concentration and monopolization, capital allocation - communication of the topic and the possibility for the consumer sphere to defend itself against the negative aspects of economic globalization. 6. Wealth and poverty - two sides of the same globalization coin, social movements and the possibility of help - the role of commercial and social marketing communication. 7. Education as a public right or a state obligation to the public - the myth of cheap uneducated labor, access to education, and educational requirements as a conditio sine qua non for further harmonious social development. 8. Ecology as a central theme of anti-globalization conflicts ? where is the truth and whose interests are the focus of attention? The Kyoto Protocol and the ambiguity of the current situation. 9. The production of consumer goods and the role of marketing communication in preparing and shaping consumer demand. 10. Brands and their role as modern icons of the world - pirate imitations as the flip side of the coin, are celebrities the new icons of the globalized world? Product placement as a new form of serious offer. 11. Competitiveness as the central intersection of corporate interests - benchmarking as a tool for understanding the current state of affairs. 12. Changes in the media world, the advent of IT, communication networks, chaos versus a new information order. 13. Advertising - changes in the position of advertising in the marketing communication system, the advent of new communication categories within MK.
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Learning activities and teaching methods
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unspecified
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| learning outcomes |
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| Knowledge |
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| Globalization |
| Globalization |
| Homogenization of consumer needs |
| Homogenization of consumer needs |
| Global Marketing Communications |
| Global Marketing Communications |
| Global consumer culture |
| Global consumer culture |
| History of globalization |
| History of globalization |
| Skills |
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| Defining globalization, explaining its advantages and disadvantages |
| Defining globalization, explaining its advantages and disadvantages |
| To explain homogenizing tendencies in consumer behavior |
| To explain homogenizing tendencies in consumer behavior |
| To understand the role of marketing communications in the globalization process |
| To understand the role of marketing communications in the globalization process |
| To explain global consumer culture |
| To explain global consumer culture |
| To get an overview of the history of globalization |
| To get an overview of the history of globalization |
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Recommended literature
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COWHEY, Peter F.; ARONSON, Jonathan David a ABELSON, Donald. Transforming global information and communication markets: the political economy of innovation. Information revolution and global politics. Cambridge, Mass.: MIT Press, 2009. ISBN 9780262255066.
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KITCHEN, Philip J. Integrated marketing communications: a global brand-driven approach. 2nd ed. 2021. Cham: Palgrave Macmillan, 2022. ISBN 978-3-030-76415-9.
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KOTABE, Masaaki a HELSEN, Kristiaan. Global marketing management. Ninth edition. Hoboken, NJ: Wiley, 2023. ISBN 978-1-119-88876-5.
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MILANOVIC, Branko. Global Inequality. A New Approach for the Age of Globalization. 2016. ISBN 978-0674-73713-6.
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MOOIJ, Marieke de. Global marketing and advertising: Understanding cultural paradoxes. 6th Edition. SAGE Publications Ltd., 2021. ISBN 1529732506.
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SORRELLS, Kathryn; SEKIMOTO, Sachi. Globalizing Intercultural Communication: A Reader. California: SAGE Publications, 2016. ISBN 9781452299334.
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Steger, Mangred B. Globalization. A Very Short Introduction. Oxford : Oxford University Press, 2017. ISBN 978-0-1987-7955-1.
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