MA134 International Marketing and Business Operations

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
winter 2020
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Lenka Turnerová, CSc. (lecturer)
doc. Ing. Lenka Turnerová, CSc. (seminar tutor)
Guaranteed by
doc. Ing. Lenka Turnerová, CSc.
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 course aims to teach students to understand the principles of international marketing. After completing it, he should be able to choose the optimal variant of entering the market and respond to market changes of an existing company.
Learning outcomes
After completing the course, the student will be able to: - Orientation in the tools of international marketing - create a marketing strategy based on the current situation analysis - choose a strategy for entering a foreign market - select an appropriate body to obtain market information - not to underestimate the effects of choosing a specific business operation
Syllabus
  • 1. International marketing - characteristics of terms 2. International marketing environment 3. Types of decision making in international marketing 4. Trends in the development of international marketing 5. Strategic alliances in international marketing 6. International management 7. Integration and its effects on the organization of international marketing 8. Development trends of international trade 9. Forms of entry into international markets - export and import operations Forms of entry into international national and non-capital investment-intensive markets 11. EU trade policy 12. International communication policy 13. Application of modern marketing trends in international activities of companies
Literature
    required literature
  • HANA, Machková and Černohlávková EVA. Mezinárodní obchodní operace. 2010. ISBN 978-80-247-3237-4. info
    recommended literature
  • MACHKOVÁ, Hana. Mezinárodní marketing (International Marketing). 3rd ed. Praha: Grada Publishing, 2009, 196 pp. ISBN 978-80-247-2986-2. info
Assessment methods
The student is evaluated for his activity in seminars, submission of seminar work and its defense. At the end he takes 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 2021, winter 2022, winter 2023.
  • Enrolment Statistics (winter 2020, recent)
  • Permalink: https://is.ucp.cz/course/ucp/winter2020/MA134