|
Lecturer(s)
|
-
Weberová Dagmar, doc. PhDr. Ph.D., MBA.
|
|
Course content
|
- introduction to international marketing; - marketing and cultural environment, its importance with respect to a partially functional marketing strategy; - globally versus locally adapted strategies; - intercultural marketing research and the importance of the marketing information system; - consumer culture and behavior, their values and attitudes, customer boycott; - marketing segmentation, globalization of markets, homogeneity versus heterogeneity; - marketing mix: adaptation or standardization, introduction to the marketing mix in the context of the influence of culture on its individual elements. - national, international and global brands; - intercultural marketing communication, language, culture and communication; - marketing communication mix and culture, advertising.
|
|
Learning activities and teaching methods
|
|
unspecified
|
| learning outcomes |
|---|
| Knowledge |
|---|
| 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 |
|---|
| 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 |
|
Recommended literature
|
-
Cateora Philip R. etc. International marketing. McGraw Hill Education, 2015. ISBN 978-0-07-784216-1.
-
CZINKOTA, Michael R. &Ilkka A. RONKAINEN. International marketing. 2013. ISBN 978-1-133-62751-7.
-
MACHKOVÁ, H. Mezinárodní marketing - Strategické trendy a příklady z praxe. Praha: Grada, 2015. ISBN 978-80-247-5366-9.
-
MOOIJ, Marieke de. Global marketing and advertising: understanding cultural paradoxes. 2014. ISBN 9781452257174.
|