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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. Introduction to international marketing, characteristics of the international environment. 2. Forms of company entry into international markets. 3. Segmentation and selection of international markets. 4. Positioning. 5. International marketing research and the importance of the marketing information system. 6. Consumer behavior, values, and attitudes. 7. Customer boycott. 8. International product policy, adaptation versus standardization. 9. Branding in an international context. 10. International pricing policy. 11. International distribution policy. 12. International communication policy. 13. Intercultural marketing.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 25 hours per semester
- Preparation for examination
- 25 hours per semester
- Term paper
- 24 hours per semester
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| learning outcomes |
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| Knowledge |
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| International marketing environment |
| International marketing environment |
| International market entry strategies |
| International market entry strategies |
| The importance of the marketing mix elements in international marketing |
| The importance of the marketing mix elements in international marketing |
| International branding policy |
| International branding policy |
| Similarities and differences in consumer behavior across cultures |
| Similarities and differences in consumer behavior across cultures |
| Skills |
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| To give an overview of tools of international marketing and their use in the global environment |
| To give an overview of tools of international marketing and their use in the global environment |
| To be aware of cultural differences and to apply them in order to improve company performance |
| To be aware of cultural differences and to apply them in order to improve company performance |
| To explain the process of standardization versus adaptation across cultures |
| To explain the process of standardization versus adaptation across cultures |
| To identify consumer trends in the challenging global environment |
| To identify consumer trends in the challenging global environment |
| To increase the ability to apply the gained knowledge of the key international marketing issues in the decision-making process |
| To increase the ability to apply the gained knowledge of the key international marketing issues in the decision-making process |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Skills |
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| Lecturing |
| Lecturing |
| assessment methods |
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| Knowledge |
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| Written examination |
| Written examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Cateora Philip R. etc. International marketing. McGraw Hill Education, 2015. ISBN 978-0-07-784216-1.
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CATEORA, Philip R.; MONEY, R. Bruce; GILLY, Mary C. a GRAHAM, John L. International marketing. Eighteenth edition. New York, NY: McGraw-Hill Education, 2020. ISBN 978-1-260-54787-0.
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CZINKOTA, Michael R. &Ilkka A. RONKAINEN. International marketing. 2013. ISBN 978-1-133-62751-7.
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GREEN, Mark a KEEGAN, Warren J. Global Marketing. Tenth Edition. Pearson Education Limited, 2020. ISBN 978-1-292-30402-1.
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KIMURA, Tatsuya. Internal marketing: another approach to marketing for growth. Routledge frontiers of business management. Abingdon, Oxon: Routledge, 2017. ISBN 9781317224563.
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KRÁL, Petr, Hana MACHKOVÁ, Markéta LHOTÁKOVÁ a Gina COOK. International marketing: theory, practices and new trends. 2016. ISBN 9788024521527.
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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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VESCOVI, Tiziano, ed. Cross-cultural marketing- European perspectives. Cheltenham: Edward Elgar Publishing, 2022. ISBN 978-1-80088-976-7.
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