Course detail

International Marketing

FP-EimPAcad. year: 2019/2020


The student will develop knowledge in the field of marketing with a focus on international business environment. It will be mainly about knowing the hidden needs of the customer and the way of decision-making, factors influencing his purchasing behavior. Within the lectures is presented suitable methodology for creating marketing plans for entry and operation on foreign markets in international marketing. Topics lectures are as follows:
1. Introduction, course overview, team project specification
2. Strategic marketing position analysis in international environment – external factors
3. Strategic marketing position analysis in international environment – internal factors
4. Product in a mean of added value for customers in international context
5. Marketing research basics and its use in international marketing
6. Market segmentation, targeting and positioning in international environment
7. Pricing in international business
8. Distribution channels in international business
9. Marketing communication internationally – traditional forms
10. Marketing communication internationally – online and digital channels
11. Customer Relationship Management and Relationship marketing in international environment
12. Future trends in international marketing
13. Project presentations, summary and feedback

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

Standard sessions typically 50% standard lecture and 50% group work and group discussions on case-studies. Supported also by video materials.
Part of the time dedicated to team and individual work on the projects.

Assesment methods and criteria linked to learning outcomes

Course evaluation is based on presence at the seminars (10 %), Preparation of a seminar work - team project in small teams of max 3 students (30 %), its presentation (10 %) and written and oral examination (50 %).

Evaluation of the team project report (25 pts) is following:
Brief market report – its complexity and good understanding the local environment (6pts)
Well analysed and interpreted actual company position (6pts)
Appropriate and justified recommendations (7pts)
Format, writing style and referencing (3pts)
invention and attractiveness of the approach to recommendations (3pts)
Evaluation criteria for presentation of the project (10 pts)
Body language (3 pts)
Presentation skills (4 pts)
Reasoning (3 pts)

Exam evaluation (55 pts):
First part is 50 minutes written exam based on case study followed by individual discussion on written exam topic and feedback to the proposed solutions.
Students might use any literature and other tools including computers, Internet etc. to simulate real task in real business. Evaluation of the assessment will be primarily based on prove of the systematic
- engineering – creative – innovative approach to the case solution.

Language of instruction

English

Work placements

Not applicable.

Course curriculum


Topics lectures are as follows:
1. Introduction, course overview, team project specification
2. Strategic marketing position analysis in international environment – external factors
3. Strategic marketing position analysis in international environment – internal factors
4. Product in a mean of added value for customers in international context
5. Marketing research basics and its use in international marketing
6. Market segmentation, targeting and positioning in international environment
7. Pricing in international business
8. Distribution channels in international business
9. Marketing communication internationally – traditional forms
10. Marketing communication internationally – online and digital channels
11. Customer Relationship Management and Relationship marketing in international environment
12. Future trends in international marketing
13. Project presentations, summary and feedback

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

Assessment of written tests and presentation of seminar assignments.

Classification of course in study plans

  • Programme MGR-Z Master's

    branch MGR-Z , 1. year of study, winter semester, 5 credits, optional

  • Programme MGR-EBF Master's, 1. year of study, winter semester, 5 credits, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Exercise

13 hours, optionally

Teacher / Lecturer

eLearning