International Marketing

Realizowany w sali

1. Cateora P., Gilly M., Graham J., International Marketing, McGraw-Hill Irwin, 2013.

2. Kotabe M., Helsen K., International Marketing, Wiley, 2015, 6th edition.

3. Doole I., Lowe R., Kenyon A., International Marketing Strategy, Cengage Learning, 2019.

A. Contact hours: 49 h/ 1,96 ECTS

Participation in classes: 45 h

Participation in a credit / exam, direct contact: 4h

B. Student’s own work:51h /2,04 ECTS

Preparation for classes: 30h

Preparation for a credit: 10 h

Preparation of the project: 11 h

Familiarising students with the specifics of marketing in international markets and the basic market behaviour of companies operating globally.

Learning about the factors, benefits and drawbacks of standardisation and adaptation strategies for marketing activities in international markets.

Understanding of the specifics of marketing tools (product, price, distribution, promotion) and their strategies on the international market.

Lectures:

Strategic analysis.

Challenge of globalization.

Potential market assessment: determination of attractive markets.

Potential market assessment: economic environment.

Potential market assessment: political and legal environment.

Potential market assessment: cultural environment

Operating environment assessment: firms competitive position.

Basic strategic decisions.

Tutorial:

International market entry strategies.

Diagnostic of market situation and perspectives: advantages and disadvantages of entering a new international market.

Understanding international consumers.

Strategic planning: the business mission, SWOT analysis, and goal formulation.

International environment: micro and macro environment.

International product strategies and branding decisions.

International pricing policy.

Distribution channels in various markets.

Global Promotion.

International Marketing Plan.

1. Kotler Ph., Keller K.L. Marketing Management. Pearson Education. Prentice Hall 2012.

2. Horska E. et al. International Marketing. Within and Beyond Visegrad Borders. EPISTEME. Krakow 2014.

3. Ghauri P., Cateora Ph. International Marketing. Edinburgh Business School. Edinburgh 2009.

Knowledge: the student knows and understands:

1. the forms of entry into foreign markets, depending on the specific situation of the company, the sector and the market on which the company intends to operate (k_W09).

2. the impact of the foreign environment on international business (k_W11)

Skills: the student is able:

3. to present and argue his/her own ideas on business activities in international markets (k_U03)

4. interact in a group, discussing and working on tasks (k_U12)

Social Competence: the student is ready to:

5. put his/her knowledge of international marketing into practice (k_K02)

6. take responsibility for his/her actions concerning international marketing, taking into account the preferences and needs of local consumers (k_K04)

Lecture: grade from the final test (100%),

Tutorial: group project (60%) and activity and attitude during classes (40%).