Předmět International Marketing (MPH_IMAR)

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Materiál	Typ	Datum	Počet stažení

Cíl

Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.

Osnova

1. The nature of international and global marketing2. Theories of international trade and marketing3. The international and global environment4. Culture and international marketing5. Culture and consumer/buyer behaviour6. International market selection and segmentation7. International marketing research8. Market entry strategies and modes of entry strategies9. International product and service marketing management10. International Pricing11. International distribution12. International marketing promotion/communication13. International fairs and exhibitions.

Literatura

povinná literaturaKOTABE, Masaaki a Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010. xxiii, 725. ISBN 9780470381113. infoHOLLENSEN, Svend. Essentials of global marketing. 1st ed. Harlow: Prentice Hall, 2008. xxviii, 49. ISBN 9780273717843. infoUSUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005. xx, 673 s. ISBN 0-273-68529-5. infodoporučená literaturaLEE, K. a S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012. 592 s. ISBN 978-0-19-960970-3. infoONKVISIT, Sak a John J. SHAW. International marketing :strategy and theory. 5th ed. London: Routledge, 2008. xxiv, 710. ISBN 978-0-203-93006-9. infoGlobal marketing :a decision-oriented approach. Edited by Svend Hollensen. 4th ed. Harlow: Prentice-Hall, 2007. xxxviii, 7. ISBN 978-0-273-70678-6. infoInternational marketing strategy :analysis, development and implementation. Edited by Isobel Doole - Robin Lowe. 4th ed. London: Thomson, 2004. xxi, 445 s. ISBN 9871844800254. infoCHEE, Harold a Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998. xxi, 711 s. ISBN 0-273-62348-6. info

Požadavky

Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.

Garant

doc. Ing. Alena Klapalová, Ph.D.

Vyučující

doc. Ing. Alena Klapalová, Ph.D.Ing. Anida Krajina