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

     Czech          English          

Course code:
Course title in Czech:
International Marketing
Course title in English:
International Marketing
Semester: WS 2020/2021
Mode of completion and number of credits:
Exam (5 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:
-- item not defined --
Language of instruction:
Course supervisor: Ing. Stanislav Mokrý, Ph.D.
Course supervising department: Department of Marketing and Trade (FBE)
Faculty: Faculty of Business and Economics
Ing. Stanislav Mokrý, Ph.D. (examiner, instructor, lecturer, supervisor)
Timetable in this semester:
-- item not defined --
Aim of the course and learning outcomes:
The module is designed to develop an appreciation of the special
requirements for successfully conducting international marketing activities. By passing the course the student acquires knowledge and acquires practical instructions for solving the problems of marketing on international markets.
Course content:
The International Marketing, International Trade Policy and Trade Position of the Czech Republic (allowance 4/4)
2.The Environment of International Marketing (allowance 6/6)
The International Political and Legal Environment
b.The Economic and the Financial Environment
The Cultural Environment

The International Marketing Activities (allowance 6/6)
a.The International Product Policy--the Product Adaptation
The Export and the Global Pricing Strategies
c.The Distribution Strategies
d.The Global and National Promotion Policy

The IM in Action and the Selected Applications in IM (allowance 5/5)
The Marketing Analysis, the Marketing Planning and the Marketing Strategy in International Environment (allowance 2/2)
The Development and the Comparison of E-Marketing in the Selected Countries and the Implementation in the International Companies (allowance 1/1)
7.The International Marketing Intelligence (allowance 4/4)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
28 h
14 h
preparation for exam
42 h
preparation for regular assessment
6 h
preparation of presentation10 h
elaboration and execution of projects15 h
writing of seminar paper
25 h
140 h
Assessment methods:
Final exam consists from written exam. Student is allowed to apply for exam if his/her activity in seminars is at least 60 percent. There is a maximum of 50 points that student can achive during seminars. Point from seminars and final exam will be summarized. Written exam consists from 20-40 test questions. Evaluation in sum of points: 60 - 66 E, 67 - 73 D, 74 - 81 C, 82 - 89 B, 90 - 100 A. If not passed next 2 exams are allowed till the end of the term.
Assessment criteria ratio:
Requirement type
Daily attendance
Total0 %
Recomended reading and other learning resources:
MACHKOVÁ, H. Mezinárodní marketing: strategické trendy a příklady z praxe. Grada, 2015. 194 p. Expert. ISBN 978-80-247-5366-9.

HOFSTEDE, G. -- HOFSTEDE, G J. Kultury a organizace: software lidské mysli : spolupráce mezi kulturami a její důležitost pro přežití. Praha: Linde, 2007. 335 p. ISBN 978-80-86131-70-2.
HOLLENSEN, S. Global marketing. 6th ed. Harlow [u.a.: Pearson, 2014. 792 p. ISBN 978-0-273-77316-0.
CATEORA, P R. International marketing. 14th ed. Boston: McGraw-Hill, 2009. 711 p. ISBN 978-0-07-128838-5.
ŠTĚDROŇ, B. et al. Mezinárodní marketing a informační technologie: vybrané kapitoly. 1st ed. Praha: Wolters Kluwer Česká republika, 2011. 195 p. ISBN 978-80-7357-690-5.
International marketing: strategy and theory. 5th ed. Abingdon, Oxon: Routledge, 710 p. ISBN 978-0-415-77261-7.

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

Last modification made by Ing. Jiří Gruber on 05/25/2020.

Type of output: