Předmět Marketing in the EU (MPH_AMEU)

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Materiál	Typ	Datum	Počet stažení

Cíl

The entrepreneurial environment of the European Union is highly competitive and many aspects of entrepreneurship are guided and regulated through common policies set out by the integrated countries. On the other hand even despite the obvious impact of globalization and integration, entrepreneurs come to terms with a range of different national, regional and local specifics that significantly influence entrepreneurial activity. The course focuses on development of basic marketing skills of prospective managers and employees of companies engaged in international business environment.At the end of this course, students should be able to understand specifics of marketing within the EU market, be able to apply various techniques of marketing management in the international environment and be aware of the specific use of marketing methods, techniques or tools. These must be adapted to different conditions of individual EU member countries resulting from either cultural differences, different legislation or from other particularities of the environment. Students should understand how to seek opportunities and to spot threats in areas in which they do not appear (not until now) in the home market and to use the results of the environmental analyses to make marketing decisions with regards to the marketing mix applied in European Union markets.

Osnova

Following themes constitute the content of seminar work and they are not the specific themes of the individual lessons.1. Introduction to the subject of marketing in the EU2. The EU environment3. The EU Cultural environment4. Cultural dimensions and marketing in the EU5. Consumer and Customer behaviour on the EU market6. International marketing research and MIS7. Marketing strategies on the EU market8. Segmentation and positioning on the EU market9. Marketing product and the EU10. Marketing price and the EU11. Marketing place and distribution and the EU12. Marketing promotion and the EU13. Fairs and tradeshows in the EU

Literatura

doporučená literaturaconsumer EuropeLEE, K. a S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012. 592 s. ISBN 978-0-19-960970-3. infoKOTABE, Masaaki a Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010. xxiii, 725. ISBN 9780470381113. infoONKVISIT, Sak a John J. SHAW. International marketing :strategy and theory. 5th ed. London: Routledge, 2008. xxiv, 710. ISBN 978-0-203-93006-9. infoInternational marketing strategy. Edited by Frank Bradley. 5th ed. Harlow: Prentice-Hall, 2005. xxvii, 408. ISBN 9780273686880. infoUSUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005. xx, 673 s. ISBN 0-273-68529-5. infoPrinciples of Marketing. Edited by Philip Kotler. 4th European ed. Harlow: Prentice-Hall, 2005. xxxiv, 954. ISBN 9780273684565. infoSOLOMON, Michael, Gary BAMOSSY a Soren ASKEGAARD. Consumer behaviour :a European perspective. 2nd ed. Harlow: Prentice Hall, 2002. xxiii, 630. ISBN 0-273-65182-X. info

Požadavky

NOW ( MPH_AIMA International Management )|| MPH_AIMA International Management Knowledge of marketing basics and international or global marketing gained during previous study is necessary for this course.

Garant

doc. Ing. Alena Klapalová, Ph.D.

Vyučující

doc. Ing. Alena Klapalová, Ph.D.Ing. Hana Demelová