MA134 International Marketing and Business Operations

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
winter 2023
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
JUDr. Ing. Miroslav Okrouhlý, M.Sc. (lecturer)
Ing. Karolina Macháčková, Ph.D. (seminar tutor)
Guaranteed by
JUDr. Ing. Miroslav Okrouhlý, M.Sc.
Katedra marketingu – University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
Prerequisites
Prerequisites for passing the course are basic knowledge of marketing and strategic management of the company.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The subject "International Marketing and Business Operations" provides deeper insight into the knowledge of marketing that the student acquired at the Bachelor's level of study, and expands the knowledge of management, cultural diversification, psychology, economics, business economics and marketing research. The aim of the course is to provide students with a broader understanding of the specifics of marketing and business operations in an international environment and to give an overview of the framework of managerial activities in these fields. Attentiona will be paid to the role of the manager in the preparation and implementation of marketing strategies and entries into foreign markets in the context of differences in the cultural, political and economic conditions of individual market environments. Attention will be paid to decision-making processes in international marketing research, in the selection of target markets and in the areas of product, pricing and distribution policy and communications.
Learning outcomes
Upon completion of the course, students should be able to:
• understand the application principles of international marketing in the conditions of diversity of the cultural, political, legal and economic environment;
• gain insight into the analysis of foreign markets, the definition of export potential and the preparation of strategies for relevant international markets;
• to know the basic principles, goals and problems of decision-making processes of brand, product, distribution and communication policy in the field of international marketing and business operations.
Syllabus
  • 1. International marketing, definition and focus
  • 2. International environment – impact on international business
  • 3. International marketing research, Strategy in international marketing
  • 4. Forms of entry of companies into international markets - Export operations
  • 5. Forms of entry of companies into international markets – Low-capital operations, Capital entries
  • 6. Segmentation, Targeting and Positioning
  • 7. International brand strategy and product policy
  • 8. International pricing policy
  • 9. International distribution policy
  • 10. International marketing communication
Literature
    required literature
  • MACHKOVÁ, Hana and Martin MACHEK. Mezinárodní marketing (International Marketing). 5th ed. Praha: Grada Publishing, a.s. 208 pp. ISBN 978-80-271-3006-1. 2021. info
  • SATO, Alexej. Mezinárodní obchodní operace (International Trade Operations). Praha: Oeconomica - Vysoká škola ekonomická. 186 pp. ISBN 978-80-245-2416-0. 2021. info
    recommended literature
  • KOPECKÝ, Ladislav. Public relations (Public Relations). 1st ed. Praha: Grada Publishing. 240 pp. ISBN 978-80-247-4229-8. 2013. info
  • ŠTĚDROŇ, Bohumír. Mezinárodní marketing (International Marketing). Praha: C.H.Beck. 320 pp. ISBN 978-80-7400-441-4. 2018. info
    not specified
  • KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 8th ed. Pearson Education Limited. 608 pp. ISBN 978-1-292-01738-9. 2015. info
Assessment methods
To receive the credit, the student is evaluated for activity at seminars and submission of a seminar paper respectively. The exam is in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 5-5-5.
The course is also listed under the following terms winter 2019, winter 2020, winter 2021, winter 2022.
  • Enrolment Statistics (winter 2023, recent)
  • Permalink: https://is.ucp.cz/course/ucp/winter2023/MA134