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Lecturer(s)
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Vydrová Janka, Ing. Ph.D.
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Course content
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- International marketing environment - Purchase contract and INCOTERMS 2010 - Specifics of international marketing mix - Media Brief - International marketing planning - Social factors in international marketing - International marketing research - Portfolio of analysis used in international marketingv - Concept, segmentation and positioning in the international environment - Product life cycle on international markets - Forms of entry of companies to international markets - Competitive and marketing strategies in an international environment - Institutions in international business
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Activating (Simulation, games, dramatization), E-learning
- Participation in classes
- 39 hours per semester
- Preparation for examination
- 45 hours per semester
- Home preparation for classes
- 10 hours per semester
- Preparation for course credit
- 6 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| will describe the specifics of the international marketing environment |
| will describe the specifics of the international marketing environment |
| uses basic terminology from the field of purchase contract and INCOTERMS 2020 |
| uses basic terminology from the field of purchase contract and INCOTERMS 2020 |
| the media brief explains |
| the media brief explains |
| defines social factors for international marketing |
| defines social factors for international marketing |
| differentiate the life cycle of products in an international environment |
| differentiate the life cycle of products in an international environment |
| Skills |
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| will determine the forms of entry of companies into international markets |
| will determine the forms of entry of companies into international markets |
| will clarify competitive strategies in an international environment |
| will clarify competitive strategies in an international environment |
| differentiate marketing strategies in an international environment |
| differentiate marketing strategies in an international environment |
| applies the map of perception in the international environment |
| applies the map of perception in the international environment |
| uses portfolio analysis in international marketing |
| uses portfolio analysis in international marketing |
| teaching methods |
|---|
| Knowledge |
|---|
| E-learning |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Monologic (Exposition, lecture, briefing) |
| E-learning |
| assessment methods |
|---|
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Written examination |
| Written examination |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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Cawman, M W. Fine-Skalnik, P. Global business and marketing strategy : integrative workbook of exercises and case studies. San Diego : Cognella, 2025. ISBN 979-8-8233-0297-5.
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Czinkota, M R., Ronkainen, I., Cui P. International marketing. Boston, MA : Cengage, 2023. ISBN 978-0-357-44512-9.
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KRÁL, P., MACHKOVÁ, H., LHOTÁKOVÁ, M., COOK, G. nternational marketing: theory, practices and new trends. Prague: Oeconomica, nakladatelství VŠE, 2016. ISBN 978-80-245-2152-7.
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Marshall, G W., Johnston, M. W. Marketing management. New York : McGraw Hill, 2023. ISBN 978-1-260-59823-0.
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Mooij, M. Global Marketing and Advertising : understanding Cultural Paradoxes. Sage Publications.
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Zimmerman, A S., Blythe, J. Business to business marketing management : a global perspective. London ; New York : Routledge, Taylor & Francis Group, 2022. ISBN 978-0-367-75792-2.
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