|
Lecturer(s)
|
-
Mlázovský Martin, Ing.
-
Myslivcová Kateřina, Ing. Ph.D.
|
|
Course content
|
Introduction to Marketing and Management in International Environment The Role of Strategic Management in International Market Entry 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 The Role, Objectives and Tools of HR Management in an International Environment Marketing and Management Challenges in the 21st Century
|
|
Learning activities and teaching methods
|
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Stimulating activities (simulation, games, drama)
- Preparation for an exam
- 26 hours per semester
- Home preparation for classes
- 39 hours per semester
- Preparation for a credit (assessment)
- 13 hours per semester
- Contact teaching
- 52 hours per semester
- Term paper
- 20 hours per semester
|
|
Learning outcomes
|
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; 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; characterize institutions that support the export and import of goods and services; explain the management and communication tools used in a global environment; explain the reasons for using ICT management within a global organisation. A student who has successfully completed the course will be able to: apply marketing tools, analyses and strategies in the context of the interrelationships between them in solving model situations; distinguish specific environments and design adequate marketing management; navigate the international environment, including institutions supporting foreign trade; identify the causes leading to financial capital drain by multinational companies as part of the basis for managerial decision making; present solutions to eliminate the negative elements of globalisation and financial capital drain as a basis for middle and top management decision making in multinational companies; distinguish between the ethical aspects of international management and marketing. 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; 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.
|
|
Prerequisites
|
unspecified
|
|
Assessment methods and criteria
|
Oral examination, Written examination, Home assignment evaluation
Credit: active participation in seminars with attendance and approved seminar work is a condition for obtaining the credit. Exam: written or oral, the required minimum success rate is 65%. Distance learning: Credit: active participation in online seminars according to the instructions of teachers, approved seminar work. Exam: online
|
|
Recommended literature
|
-
ARMSTRONG, G., Philip KOTLER, OPRESNIK, M. O. Marketing: An Introduction : global edition. 14th ed. Harlow, England: Pearson Education, 2020. ISBN 978-1-292-29486-5..
-
BROWAEYS, M.-J., PRICE, R. Understanding cross-cultural management. Fourth edition. Harlow, Essex, UK: Pearson Education Limited, 2019. ISBN 978-1-292-20497-0..
-
DERESKY, H. International management: managing across borders and cultures: global edition. 9th ed. Boston: Person Education, 2017. ISBN 978-1-292-15353-7..
-
HOLLENSEN, S. Global Marketing. 8th ed. Harlow, England: Pearson, 2020. ISBN 978-1-292-25180-6..
-
KRÁL, P., MACHKOVÁ, H., LHOTÁKOVÁ, M., COOK, G. International marketing: theory, practices and new trends. 2nd ed. Praha: Oeconomica, 2016. ISBN 978-80-2452-152-7..
|