- 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.
International Marketing
Organization of teaching, communication, evaluation
Signpost
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 below and also in the first lecture). Maximum 15 points.
2. Passing the final test (maximum 40 points).
3. Voluntary tasks - extra activities will be available throughout the semester where students can score bonus points.
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.
Hybrid teaching
- Some students will be present on-site (in class-room) and some will be on-line (in MS Teams).
- We will go through our lecture (2 hours) and seminar (1 hour) as a one block of 3 hour long workshop. I will be explaining theory for 15-20 minutes and then you will be trying to apply it on your chosen company.
- Our presentations will be filled with questions, tasks, and other means of interaction to teach you as much as possible in a fun way.
- We will evaluate the answers and your work all together, meaning all students on-line and on-site.
Seminar paper
The main topic of the seminar paper is to describe the international marketing of a chosen company. By writing this seminar paper you will gradually learn all the main topics in this course and be prepared for the final test. We will use the SBA official Word template and I will guide you how to use it, so writing your final thesis will be much easier.
The aim of the seminar paper is to describe the differences in the functioning of the selected company in different markets!
Each chapter should contain your own ideas written in your own words. The length of the paper is very short, so try to capture the essentials. Seminar paper should not contain theory. Seminar paper should prove that you understand the theories being discussed and can apply them in practice.
The presentation should take about 10-15 minutes. The aim is not to present theory. You do not need to present all parts of the paper, choose important and interesting stuff, justify the deleted portions. Presentations should be focused on practical demonstration of international marketing applications in the chosen company.
The structure of the seminar paper should follow this framework:
- A brief general description of the selected entity - mission, vision, objectives. (1 page)
- International marketing environment - describe the macro environment, which environmental elements affect the company and how, try to capture the differences in the various markets, no theory and generalization, everything must be practical. (2 pages)
- International strategies and entry forms - describe strategies for different markets, segmentation, targeting, positioning, entry forms in different markets. (2 pages)
- Marketing mix - characterize the marketing mix and its differences for different markets, specifically how product / price / distribution / communication differ on specific markets. (2 pages)
- News - relating to the subject in an international environment, again, not general news, but the news with links to international marketing. (1 page)
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
|
Mandatory: CATEORA, P. R., M. C. GILLY a
J. L. GRAHAM, 2019. International
marketing. New York: Mc Graw Hill. ISBN 978-1260547870. KOTLER, P., G. ARMSTRONG a M. O. OPRESNIK, 2018. Principles of marketing. Harlow, England: Pearson. ISBN 978-1-292-22017-8. Recommended: CRESWELL, J. W. a J. D.
CRESWELL, 2018. Research design:
qualitative, quantitative, and mixed methods approaches. Los Angeles:
SAGE. ISBN 978-1-5063-8670-6. FOLSOM, R. H., M. W. GORDON, M.
P. VAN ALSTINE a M. D. RAMSEY, 2016. International
business transactions in a nutshell. St. Paul, Minn: West Academic
Publishing. ISBN 9781634598934. HAMILTON, L. a P. WEBSTER,
2015. The international business
environment. Oxford: Oxford University Press. ISBN: 978-0-19-870419-5. |