International Marketing

Organization of teaching, communication, evaluation

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  • Syllabus: a link to the course syllabus can be found by expanding the "Info" item to the right below the introductory image on the main page of the interactive course syllabus..
  • Schedule, teacher (incl. The link to the personal cards), the summary of the course (exams, points ...) after logging in to IS SU using the "Student" tile by opening the menu for the given course.
Ing. Michal Stoklasa, Ph.D.
Course organization

1. Elaboration of seminar work in groups and its submission in the IS always before its presentation (detailed information about the seminar paper is in the first lecture). Maximum15 points.


2. Passing the final test (maximum 40 points).


3. Voluntary tasks - you can achieve bonus points above the maximum.


Classification scale:

A

55 - 52

B

51 – 48

C

47 – 43

D

42 – 38

E

37 - 33


Course description

1.            Types of International Marketing            

The differences between domestic (national) and international (foreign) marketing are examined to properly understand the three main variants of international marketing – export, global, and intercultural. Active and passive motives to enter new market are thoroughly explained.

2.            International Marketing Environment Analysis

International marketing environment and its main aspects are explained through PEST (STEER) analysis and its different variants with the main focus on economic, political and legal, social and cultural, and technological environment. Mentioned are also other suitable analyses and how to properly execute them internationally.

3.            International Market Research 

All the various methods and usable techniques of market research are explained, with focus on techniques that work well on more than one market and are suitable for companies of various sizes, as well as how to do the STP process, i.e. segmentation, targeting, and positioning.   

4.            International Marketing Strategy            

Marketing strategy is described through vision, mission, strategic goals and strategy of marketing mix, with accent to differences that need to be adapted when doing business internationally. The various forms of market entry are also thoroughly examined.

5.            Marketing Mix 

Marketing mix for tangible products consists of 4Ps. Product is explained in detail focusing on the concept of marketing total product, strategies of global or adapted product, branding, and packaging. Price is explained on pricing strategy, focusing mainly on pricing goals, methods, various pricing models and pricing specifics in international marketing. Distribution strategy is based on understanding the role of intermediaries, its various types and methods of structuring distribution chain. Marketing communication is explained through a campaign, with focus on analysis, goals, communication models, tools, budgeting, implementation, and evaluation.

Communication

You can use the following options for communication in the subject:

  • for public communication between students or students and the teacher you can use the discussion forum.
  • You can also contact the teacher via e-mail - in this way you can arrange an online private consultation in MS-Teams (or a consultation at the faculty).
  • use the maximum planned full-time (on-line) teaching to contact the teacher.

Other IS options related to communication and information

  • collaborate with colleagues or help colleagues by sharing their materials, notes.
  • get notifications about changes in the selected subject folder.
  • information on scoring or grading can be found during the semester in notebooks.

Literature
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