Course detail

International Marketing

FP-EimPAcad. year: 2014/2015

a) Marketing environment in national, international and global perspective
b) The history and current trends in the process of internationalization (incl. EU)
c) Major approaches to the analysis of marketing environment in international scope
d) Marketing mix / extended marketing mix and its use in international marketing
e) Planning, execution and control of marketing strategy in international economic conditions

Learning outcomes of the course unit

a) Explain the role of marketing in companies, especially in international context
b) Identify appropriate analytical methods for the analysis of international marketing environment
c) Describe the process of internationalization of a given industry, major trends and expected outcomes from this process
d) Critically evaluate the position of their firm within the context of the achieved and expected level of internationalization within its industry
e) Demonstrate the ability to suggest (international) marketing strategy, adequate to the position of a firm in the market and market conditions

Prerequisites

The knowledge of basic marketing terms and concepts.

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

Johnson, G. and Scholes, K., 2002. Exploring corporate strategy: text and cases. 6th ed. (EN)
Hooley, G. - Saunders, J. - Piercy, Nigel F. 2003. Marketing Strategy and Competitive Positioning, 3rd Edition, London: FT Prentice Hall (EN)
De Burca, S. - Brown, L. - Fletcher, R. 2004. International Marketing - An SME Perspective London: FT Prentice Hall. (EN)
Keegan, W. - Green, W. 2003. Global Marketing (International Edition) (EN)

Planned learning activities and teaching methods

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Assesment methods and criteria linked to learning outcomes

Preparation of a seminar work, its defence and oral examination will be used for student´s assessment.

Language of instruction

English

Work placements

Not applicable.

Course curriculum

1. Marketing environment in national, international and global perspective
2. The history and current trends in the process of internationalization (incl. EU)
3. Major approaches to the analysis of the marketing environment in the international scope
4. Marketing mix / extended marketing mix and its use in the international marketing

Aims

a) To enable participants to develop an awareness of the importance of global marketing issues, both from macro- and micro - economic perspective
b) To critically evaluate and apply appropriate methods for analysis of the international marketing environment
c) To enable participants to develop awareness of the specific features of marketing tools, deployed in global market conditions
d) To develop skills of using the theory of international marketing in international context

Specification of controlled education, way of implementation and compensation for absences

Assment of written tests and presentation of seminar assignments.

Classification of course in study plans

  • Programme MGR-EBF Master's

    branch MGR-EBF , 1. year of study, winter semester, 6 credits, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

seminars

13 hours, optionally

Teacher / Lecturer

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