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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:- Global aspects of the development of the contemporaryworld, globalization origins, the emergence of a new world reality. Characterization of globalization processes in the world - -economy, culture, national interests, multinational units. -Analysis of the Czech Republic's accession to the EU supranational group -factual and communication aspects of the issue. A nation-state or supranational entity -how forces play in the polarity of opinions. The emergence of a new culture. Intercultural complications or the emergence of a new culture? -International economic trends -new phenomena in marketing and new image of the future. Characteristics of the main driving forces of transnational economic groupings, the process of concentration and monopolization, capital allocation -communication of the topic and possibilities of the consumer sphere to defend themselves against the negative aspects of economic globalization. -Wealth and poverty -two aspects of one globalization, social movements and the possibility of help -the role of commercial and social marketing communication-Education as a public right or public obligation? The myth of the cheap uneducated workforce, access to education and the demands of education as conditio sine qua non of further harmonious social development. -Ecology as the central theme of anti-globalization clashes -where is the truth and whose interests are in focus? 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. -Marks and their role as modern icons of the world -pirated imitations as the reverse of one coin. Are celebrities the new icons of the globalized world? Product placement as a new form of serious offer? -Competitiveness as a central point of intersection of corporate interests -benchmarking as a tool to know the current state-Changing the media world, the advent of IT, communication networks, chaos versus new information rules? -Advertising as a permitted lie? Change in the position of advertising in the system of marketing communication, the emergence of new communication categories within the MC
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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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MOOIJ, Marieke de. Global marketing and advertising: understanding cultural paradoxes. 2014. ISBN 9781452257174.
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STEGER, Manfred B. Globalization. A Very Short Introduction.. 2017. ISBN 978-0-1987-7955-1.
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