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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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global aspects of the development of the contemporary world, globalization beginnings, the emergence of a new world reality, characteristics of globalization processes in the world - economy, culture, national interests, supranational units; - analysis of the process of the Czech Republic's accession to the EU supranational grouping - material and communication aspects of the issue, the nation state or supranational whole - what forces play in the polarity of opinions, the emergence of a new culture, intercultural complications or the emergence of a new culture; - international economic tendencies - new phenomena in marketing and a new picture of the future, characteristics of the main driving forces of multinational economic groupings, the process of concentration and monopolization, capital allocation - communication of the topic and the possibility of the consumer sphere to defend against negative aspects of economic globalization; - wealth and poverty - two aspects of one globalization, social movement and the possibility of help - the role of commercial and social marketing communication; - education as a public right or a duty of the state to the public - the myth of cheap uneducated labor, access to education and the requirements of education as a conditio sine qua non of further harmonious social development; - ecology as a central topic of anti-globalization conflicts - where is the truth and whose interests are in the center of attention? The Kyoto Protocol and the ambiguity of the current situation; - production of consumer goods and the role of marketing communication in the preparation and formation of consumer demand; - brands and their role of modern icons of the world - pirate imitations as the reverse of one coin, are celebrities new icons of the globalized world? Product placement as a new form of serious offer; - competitiveness as a central intersection of corporate interests - benchmarking as a tool for understanding the current situation; - change of the media world, advent of IT, communication networks, chaos versus new information order; - advertising as a permitted lie - change of the position of advertising in the system of marketing communication, introduction of new communication categories within the Ministry of Culture
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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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MILANOVIC, Branko. Global Inequality. A New Approach for the Age of Globalization. 2016. ISBN 978-0674-73713-6.
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Moou, Marieke de. Global marketing and advertising: understanding cultural paradoxes. 4th ed.. Thousand Oaks, CA: SAGE., 2014. ISBN 9781452257174.
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Sorrells, Kathryn; Sekimoto, Sachi. Globalizing intercultural communication: a readr. Thousand Oaks, Calif: Sage, 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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