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Lecturer(s)
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Kantorová Kateřina, Ing. Ph.D.
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Novotný Josef, Ing. Ph.D.
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Course content
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Introduction to Marketing and Management in International Environment Strategic Planning and International Market Entry Strategies Marketing Research in Foreign Markets Customer and Segmentation on Foreign Markets Product in the Context of Placing in Foreign Markets Communication including the Use of IT Technologies in Foreign Markets Price for Foreign Markets Distribution to Foreign Markets Management and Marketing in Services and Retail Chains in the Context of International Environment Industrial Marketing in International Environment International Trade Organizations Human Resources Management in International Environment Marketing and Management Challenges in the 21st Century
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
- Participation in classes
- 14 hours per semester
- Preparation for an exam
- 56 hours per semester
- Home preparation for classes
- 50 hours per semester
- Term paper
- 30 hours per semester
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Learning outcomes
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152/5000 The main aim of the course is to provide current and sophisticated information and knowledge to students about the state of management and marketing in an international context.
A student who has successfully completed the course can: explain the functioning of the organization's strategic approaches to the market; explain the possibilities of using individual strategic marketing tools and their mutual links; explain the specifics of management and marketing in the field of trade and services; Explain the opportunities and risks that come with industry 4.0; explain the pros and cons of globalization and their impact on businesses and citizens; to characterize multinational companies in an international environment and their influence on businesses, employees, including the state and their position in the global world; explain the reasons for the outflow of financial capital using tax havens and other tax benefits and generating profits for multinationals; to characterize institutions that support the export and import of goods and services; explain modern communication tools in a global environment; explain the reasons for the use of information technology in a global environment. A student who has successfully completed the course will: to use marketing tools, analyzes and strategies in the context of interrelationships between them in solving model situations; to distinguish specific environments and propose adequate marketing management; orientate in the international environment including institutions supporting foreign trade; distinguish the causes leading to the drawdown of financial capital by multinationals; to present solutions to remove the negative elements of globalization and to draw funds from multinationals. A student who has successfully completed the course is able to: understand the principles of marketing access to the market for long-term customer retention; to inform the experts in what forms it is possible to enter foreign markets, including institutions that support business in foreign markets; communicate intelligently and convincingly to professionals and lay people information on the nature of professional problems and their own opinion on their solution; include consideration of their ethical dimension in problem solving proposals.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
Credit: elaboration and approval of seminar paper is a condition for obtaining credit. Exam: written or oral, the required minimum success rate is 65%. Distance learning: Credit: approved seminar paper. Exam: online, where the student will be asked questions and questions related to the subject.
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Recommended literature
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Browaeys, Marie-Joëlle. Understanding cross-cultural management. Harlow, Essex, UK ;: Pearson Education Limited, 2019. ISBN 978-1-292-20497-0.
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Deresky, Helen. International management . Boston: Person Education, 2017. ISBN 978-1-292-15353-7.
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Foret, Miroslav. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
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JANOUCH, V. Internetový marketing. 3. vydání. Brno, 2020.
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KOTLER, P., KELLER, L., K. Marketing management. 4. vydání. Praha, 2013.
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KRÁL, P.; MACHKOVÁ, H.; LHOTÁKOVÁ, M. a COOK, G. International marketing: theory, practices and new trends.. Praha: Oeconomica, nakladatelství VŠE, 2016.
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MACHKOVÁ, H., MACHEK, M. Mezinárodní marketing: strategické trendy a příklady z praxe. Páté vydání. Praha. 2021.
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