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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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Discussed topics: -Introduction to cross-cultural marketing; -Marketing and cultural environment. Critical role of cultural environment within particular marketing strategies; -Global versus locally customised strategies; -Cross-cultural market research and importance of marketing information systém; -Culture and consumer behaviour. Consumers' values and attitudes. Customers' boycott; -Marketing segmentation. Globalisation of markets, homogeneity versus heterogeneity;-Marketing mix: adaptation or standardisation. Introduction to marketing mix with focus on cultural determination of itsparticular elements;-National, international and global brands;-Intercultural marketing communication. Language, culture and communication;-Marketing communication mix and culture. Advertising.
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Learning activities and teaching methods
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Lecturing
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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 |
| assessment methods |
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| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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Cateora, Philip R. International marketing. 14th ed. Boston : McGraw-Hill/Irwin, 2009. ISBN 978-0-07-128838-5.
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CZINKOTA, Michael R. &Ilkka A. RONKAINEN. International marketing. 2013. ISBN 978-1-133-62751-7.
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DE MOOIJ, Marieke. Global Marketing and Advertising. Understanding Cultural Paradoxes. 2010. ISBN 978-1412970419.
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MOOIJ, Marieke. Global marketing and advertising: understanding cultural paradoxes. 2014. ISBN 9781452257174.
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