Course syllabus MMA - International Marketing (FBE - WS 2020/2021)

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Course code: MMA
Course title in Czech:
International Marketing
Course title in English: International Marketing
WS 2020/2021
Mode of completion and number of credits:
Exam (4 credits)
Mode of delivery and timetabled classes:
full-time, 2/1 (hours of lectures per week / hours of seminars per week)
Level of course:
Course type:
Type of delivery:
Mode of delivery for our mobility students abroad:
The course cannot be studied distantly during student mobility abroad.
Language of instruction:
Course supervisor:
Course supervising department:
Ing. Šárka Stojarová, Ph.D. (examiner, instructor, tutor)
doc. Ing. Jana Turčínková, Ph.D. (examiner, instructor, lecturer, supervisor, tutor)
Marketing I or Marketing I
Timetable in this semester:
-- item not defined --
Aim of the course and learning outcomes:
The objective of this course is to further develop students´ knowhow and skills in marketing with the respect to the current stated of globalized world.
Course content:
The International Marketing&emdash;Opportunities and Challenges (allowance 2/1)
The International Trade Policy and Trade Position of the Czech Republic (allowance 2/1)
The Environment of International Marketing (allowance 6/3)
a.The International Political and Legal Environment
The Economic and the Financial Environment
The Cultural Environment

The International Marketing Intelligence (allowance 2/2)
5.The International Product Policy (allowance 3/2)
The Product Adaptation. The Product and the Brand Management
b.The New Product Development and Product Line Policies

The Export and the Global Pricing Strategies (allowance 2/1)
The Distribution Strategies (allowance 2/1)
The Entering Foreign Markets
The Foreign-Market Channels and Global Logistics

8.International Promotion (allowance 3/1)
Advertising, Personal Selling, Public Relation, Direct Marketing
b.Promotion Strategy Decision in an International Context

The Planning, Organization, and Control of International Marketing (allowance 2/1)
The IM in Action and the Selected Applications in IM (allowance 4/1)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
26 h
seminar13 h
preparation for exam
20 h
preparation for regular assessment
13 h
preparation of presentation
10 h
writing of seminar paper
40 h
122 h
Assessment methods:
Students will be evaluated on the basis of a group seminar project, which must be presented orally. It is necessary to obtain min. 50% points. At the end of the semester, students must obtain min. 50 pts in a comprehensive seminar test on the curriculum covered during the semester.
Written exam test with min. 50% of points can be influenced by evaluation of seminar project.
Attendance at lectures and seminars is obligatory. Early departure will be considered non-participation. Max. 3 absences from seminars and 3 from lectures are allowed. Additional tasks will be assigned.
Assessment criteria ratio:
Requirement type
Daily attendance
Active lecture/seminar/workshop/tutorial participation
5 %
Term paper15 %
5 %
Mid-term test(s)
25 %
Final test
50 %
100 %
Recomended reading and other learning resources:
GILLESPIE, K. -- HENNESSEY, H D. Global marketing. 3rd ed. Mason: South-Western/Cengage Learning, 2011. 582 p. ISBN 978-0-538-47339-2.

MOOIJ, M K D. Consumer behavior and culture : consequences for global marketing and advertising. Thousand Oaks, California: Sage Publications, 2004. 345 p. ISBN 0-7619-2668-2.
MOOIJ, M D. Global marketing and advertising: understanding cultural paradoxes. 4th ed. Thousand Oaks, CA: SAGE, 395 p. ISBN 978-1-4522-5717-4.
KOTABE, M. -- HELSEN, K. Global marketing management. Hoboken, NJ: Wiley, 2010. 725 p. ISBN 978-0-470-38111-3.
AAKER, D A. Strategic market management: global perspectives. 1st ed. Hoboken, N.J.: Wiley, 2010. 354 p. ISBN 978-0-470-68975-2.

Course listed in study plans for this semester:
Track SBMP International Business, full-time form, initial period WS 2018/2019
Course listed in previous semesters: SS 2019/2020, WS 2019/2020, WS 2018/2019, WS 2017/2018, WS 2016/2017, SS 2015/2016 (and older)
Teaching place: Brno

Last modification made by Ing. Jiří Gruber on 06/08/2020.

Type of output: