Course: International Marketing

« Back
Course title International Marketing
Course code KMO/MNM
Organizational form of instruction Lecture + Seminary
Level of course not specified
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Hommerová Dita, Ing. Ph.D., MBA
Course content
- Foreign trade and its role within the national economy, support of export; - Definition of international marketing, theories and strategies; - Influences of international marketing environment, PEST analysis; - Marketing information system, research of international markets; - Planning in international marketing; - Selection of foreign markets, segmentation of international markets; - Modes of entry on foreign markets; - International product policy; - International price policy; - International distribution policy; - International communication policy.

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, Lecture with practical applications, Skills demonstration, Task-based study method, Individual study, Students' self-study, Self-study of literature, Textual studies
  • Contact hours - 26 hours per semester
  • Preparation for comprehensive test (10-40) - 30 hours per semester
  • Individual project (40) - 28 hours per semester
  • Undergraduate study programme term essay (20-40) - 20 hours per semester
prerequisite
professional knowledge
to know basics of marketing
learning outcomes
to explain important terminology of international business
to identify and describe particularities of marketing in international environment and on chosen markets,
to explain the necessity of international marketing mix adaptation,
professional skills
to apply theoretical knowledge to particular examples.
general eligibility
N/A
N/A
N/A
teaching methods
professional knowledge
Self-study of literature
Individual study
Interactive lecture
professional skills
Practicum
general eligibility
Interactive lecture
Practicum
Self-study of literature
Individual study
assessment methods
professional knowledge
Written exam
Seminar work
professional skills
Seminar work
general eligibility
Written exam
Seminar work
Recommended literature
  • Cateora, Philip R.; Graham, John L. International marketing. 11th ed. New York : Irwin McGraw-Hill, 2002. ISBN 0-07-239884-1.
  • De Burca, Sean; Brown, Linden; Fletcher, Richard. International marketing : anSME perspective. 1st ed. Harlow : Pearson Education, 2004. ISBN 0-273-67323-8.
  • Foret, Miroslav; Procházka, Petr; Šašinka, Oldřich. Evropské marketingové prostředí. Praha : Computer Press, 1999. ISBN 80-7226-203-3.
  • Hanušová, Helena; Kalouda, František. Evropské ekonomické prostředí. Praha : Computer Press, 1999. ISBN 80-7226-265-3.
  • Hollensen, Svend. Global marketing : a decision-oriented approach. 3rd ed. Harlow : Prentice Hall, 2004. ISBN 0-273-67839-6.
  • Machková, Hana. Mezinárodní marketing. Praha, 2006. ISBN 80-247-1678-X.
  • Machková, Hana. Mezinárodní obchod a marketing. 1. vyd. Praha : Grada, 2002. ISBN 80-247-0364-5.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester