International Marketing
- Credits: 5
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to clarify the application of international marketing in foreign to global markets and in real business conditions and to understand the process of identifying goods and services that foreign customers require and their subsequent provision at the right price and in the right place.
Knowledge: The student will gain the ability to identify and understand the differences in the marketing environment in different countries, will gain knowledge about the specifics of the marketing environment in different regions of the world. The student will know the process of creating an international marketing strategy.
Competences: Based on the acquired knowledge, the student is able to solve specific problems of the international environment, apply an international marketing plan adapted to the specifics of individual markets.
Skills: After completing the course, the student knows the specifics of international markets, has a comprehensive thinking in the field of international marketing and can apply it in practice.
Indicative content
Lectures:
International marketing.
International marketing environment.
Culture in international business.
International marketing plan.
International marketing research.
Decision-making on the internationalization of marketing activities of the organization.
Market selection decisions.
Deciding on the form of entering a foreign market.
Decision-making on the marketing mix when entering a foreign market - a product.
Decision-making on the marketing mix when entering a foreign market - price.
Decision-making on the marketing mix when entering a foreign market – marketing communication.
Decision-making on the marketing mix when entering a foreign market - marketing distribution.
Decision-making about marketing organization.
Seminars:
Introduction to the study of the subject, Assignment for the following exercises.
Analysis of the economic environment of selected countries.
Analysis of the social and demographic environment of selected countries.
Analysis of the cultural environment of selected countries.
Analysis of the natural and technological environment of selected countries.
Creating a marketing plan in selected companies.
Decision-making on internationalization within selected companies.
Decision on the form of entry into the foreign market of selected companies.
Design of marketing mix of selected company – product.
Design of marketing mix of selected company – price.
Design of marketing mix of selected company – distribution.
Design of marketing mix of selected company – promotion.
Presentations of students' work and their mutual evaluation.
Support literature
Elementary literature:
1. ZORKÓCIOVÁ, O. a kol. 2016. Medzinárodný marketing. Bratislava : Ekonóm, 2016. 310 s. ISBN 978-80-225-4332-3
2. GIOVANNA PEGAN, DONATA VIANELLI, PATRIZIA DE LUCA. 2020. International Marketing Strategy: The Country Of Origin Effect On Decision-Making In Practice. Springer, ISBN 9783030335885
3. DAVID W. STEWART. 2019. Financial Dimensions of Marketing Decisions (1st ed.). Springer International Publishing; Palgrave Macmillan. ISBN 978-3-030-15564-3
4. MARY C. GILLY; JOHN L. GRAHAM. 2019. International marketing. McGraw-Hill Education. ISBN: 9781259712357
5. MACHKOVÁ H. 2015. Mezinárodní marketing. Strategické trendy a příklady z praxe. 4. vyd. Praha: Grada Publishing, a.s., 2015. ISBN 978-80-247-9634-5
6. CATEORA, Ph.-GILLY, M.-GRAHAM, J. 2012. International Marketing. New York: McGraw-Hill/Irwin, 2012. 736 s. ISBN 978-0073529974
Supplementary literature:
7. Professional magazines The Economist, The Wall Street Journal, Fortune, Business week, Forbes, and other magazine literature related to the given issue.
Syllabus
Lectures: International marketing. International marketing environment. Culture in international business. International marketing plan. International marketing research. Decision-making on the internationalization of marketing activities of the organization. Market selection decisions. Deciding on the form of entering a foreign market. Decision-making on the marketing mix when entering a foreign market - a product. Decision-making on the marketing mix when entering a foreign market - price. Decision-making on the marketing mix when entering a foreign market – marketing communication. Decision-making on the marketing mix when entering a foreign market - marketing distribution. Decision-making about marketing organization. Seminars: Introduction to the study of the subject, Assignment for the following exercises. Analysis of the economic environment of selected countries. Analysis of the social and demographic environment of selected countries. Analysis of the cultural environment of selected countries. Analysis of the natural and technological environment of selected countries. Creating a marketing plan in selected companies. Decision-making on internationalization within selected companies. Decision on the form of entry into the foreign market of selected companies. Design of marketing mix of selected company – product. Design of marketing mix of selected company – price. Design of marketing mix of selected company – distribution. Design of marketing mix of selected company – promotion. Presentations of students' work and their mutual evaluation.
Requirements to complete the course
Assessment: total for the semester 100%
• Seminars: 40%, of which:
on the processing of the seminar work: 20%
written examination: 10%
activity: 10%
Exam: 60%
Student workload
1. Lectures: 26 h
2. Exercises: 26 h
3. Preparation for exercises: 26 h
4. Preparation for interim tests: 6 h
5. Preparation for the final exam: 38 h
6. Project preparation: 8 h
Total: 130 h
Language whose command is required to complete the course
Slovak
Date of approval: 06.03.2024
Date of the latest change: 04.07.2022