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Lecturer(s)
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Hommerová Dita, Doc. Ing. Ph.D., MBA
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Course content
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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.
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Learning activities and teaching methods
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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
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| prerequisite |
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| Knowledge |
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| to know basics of marketing |
| learning outcomes |
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| 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, |
| Skills |
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| to apply theoretical knowledge to particular examples. |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
|---|
| Self-study of literature |
| Individual study |
| Interactive lecture |
| Skills |
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| Practicum |
| Competences |
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| Interactive lecture |
| Practicum |
| Self-study of literature |
| Individual study |
| assessment methods |
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| Knowledge |
|---|
| Written exam |
| Seminar work |
| Skills |
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| Seminar work |
| Competences |
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| Written exam |
| Seminar work |
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Recommended literature
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Cateora, Philip R.; Graham, John L. International marketing. 11th ed. New York : Irwin McGraw-Hill, 2002. ISBN 0-07-239884-1.
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De Burca, Sean; Brown, Linden; Fletcher, Richard. International marketing : anSME perspective. 1st ed. Harlow : Pearson Education, 2004. ISBN 0-273-67323-8.
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Foret, Miroslav; Procházka, Petr; Šašinka, Oldřich. Evropské marketingové prostředí. Praha : Computer Press, 1999. ISBN 80-7226-203-3.
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Hanušová, Helena; Kalouda, František. Evropské ekonomické prostředí. Praha : Computer Press, 1999. ISBN 80-7226-265-3.
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Hollensen, Svend. Global marketing : a decision-oriented approach. 3rd ed. Harlow : Prentice Hall, 2004. ISBN 0-273-67839-6.
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Machková, Hana. Mezinárodní marketing. Praha, 2006. ISBN 80-247-1678-X.
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Machková, Hana. Mezinárodní obchod a marketing. 1. vyd. Praha : Grada, 2002. ISBN 80-247-0364-5.
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