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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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- 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 system. - 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 its particular 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, Methods for working with texts (Textbook, book)
- Term paper
- 40 hours per semester
- Preparation for examination
- 30 hours per semester
- Home preparation for classes
- 20 hours per semester
- Participation in classes
- 13 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of marketing management theory is needed. |
| Knowledge of marketing management theory is needed. |
| learning outcomes |
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| International marketing environment |
| International marketing environment |
| Students follow a programme of lectures that covers the framework of the course. Students are encouraged to think about theoretical and practical aspects of cross-cultural marketing and they realise the need for cultural sensitivity within analysing, planning, implementing and control of particular marketing activities. |
| Students follow a programme of lectures that covers the framework of the course. Students are encouraged to think about theoretical and practical aspects of cross-cultural marketing and they realise the need for cultural sensitivity within analysing, planning, implementing and control of particular marketing activities. |
| 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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| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Lecturing |
| Lecturing |
| assessment methods |
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| Written examination |
| Written examination |
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Recommended literature
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de Mooij, M. Global Marketing and Advertising. Understanding Cultural Paradoxes. Sage Publ.
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Machková, Hana. Mezinárodní obchod a marketing. 1. vyd. Praha : Grada, 2002. ISBN 8024703645.
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Světlík, Jaroslav. Marketing pro evropský trh. 1. vyd. Praha : Grada, 2003. ISBN 80-247-0422-6.
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USUNIER, J., C.; LEE, J., A. Marketing Across Cultures. Fourth Edition. Pearson Education Limited, 2005.
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