Global Marketing
Informacje ogólne
Kod przedmiotu: | 121451-D |
Kod Erasmus / ISCED: |
04.7
|
Nazwa przedmiotu: | Global Marketing |
Jednostka: | Szkoła Główna Handlowa w Warszawie |
Grupy: |
Courses for GBI - bachelors Courses for GLO - bachelors Major courses for GBI - bachelors Major courses for GLO - bachelors Przedmioty obowiązkowe na programie SLLD-GBI Przedmioty obowiązkowe na programie SLLD-GLO |
Punkty ECTS i inne: |
3.00 (zmienne w czasie)
|
Język prowadzenia: | angielski |
Efekty uczenia się: |
Wiedza: Students understand the role of international determinants of marketing strategies in global marketing Students understand the global marketing concept Students know factors influencing standardization or adaptation of marketing strategies and programmes Students know selected techniques of foreign market screening and market research Students are aware od recent trends in global marketing Umiejętności: Students are able to identify and solve marketing problems in multi-national and multi-cultural environment Students are able to analyze and evaluate international or global marketing programs Students acquire skills in team work (2-4 persons each) on case studies on international or global marketing issues Kompetencje społeczne: Students understand ethical problems in global marketing. Students are sensitive to cultural issues in global marketing. |
Zajęcia w cyklu "Semestr letni 2024/25" (jeszcze nie rozpoczęty)
Okres: | 2025-02-15 - 2025-09-30 |
Przejdź do planu
PN WT CW
WYK
WYK
CW
ŚR CZ PT |
Typ zajęć: |
Ćwiczenia, 14 godzin
Wykład, 16 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Ewa Baranowska-Prokop, Adam Oleksiuk | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Wykład - Ocena |
|
Skrócony opis: |
Global and international marketing. Standardization and adaptation in global marketing. Global marketing environment. Cultural (psychic) distance. Global marketing research. Foreign market screening and selection. Global market segmentation. Foreign market entry modes. Global marketing strategies/programmes. Product and branding decisions. International product life cycle. Pricing. Channels of distribution. Global communication (promotion). Country-of-origin effect. |
|
Pełny opis: |
A general objective of the course is to present and analyse the global marketing concept and practice against the background of processes of companies' internationalization. Discussion on selected segments of international environment (e.g. cultural) is included. Main foreign market entry forms, marketing strategies and marketing-mix (4P's: product, price, distribution, communication) perspectives are covered. Relevant issues of global market research and foreign markets selection are also included in the course. |
|
Literatura: |
Literatura podstawowa: 1) M.R. Czinkota, I.A. Ronkainen, International Marketing, 10 ed., Cengage 2013; or 2) S. Hollensen, Global Marketing. A Decision-Oriented Approach, 8th ed., Pearson 2020. Literatura uzupełniająca: 1) M. Kotabe, K. Helsen, Global Marketing Management, 6 ed., Wiley 2014; 2) I. Doole, R. Lowe, International Marketing Strategy, 6 ed., Cengage 2012. |
|
Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 20.00% egzamin testowy: 30.00% referaty/eseje: 20.00% ocena z ćwiczeń: 30.00% |
Zajęcia w cyklu "Semestr zimowy 2024/25" (w trakcie)
Okres: | 2024-10-01 - 2025-02-14 |
Przejdź do planu
PN WT WYK
CW
CW
ŚR CZ PT |
Typ zajęć: |
Ćwiczenia, 14 godzin
Wykład, 16 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Ewa Baranowska-Prokop | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Wykład - Ocena |
|
Skrócony opis: |
Global and international marketing. Standardization and adaptation in global marketing. Global marketing environment. Cultural (psychic) distance. Global marketing research. Foreign market screening and selection. Global market segmentation. Foreign market entry modes. Global marketing strategies/programmes. Product and branding decisions. International product life cycle. Pricing. Channels of distribution. Global communication (promotion). Country-of-origin effect. |
|
Pełny opis: |
A general objective of the course is to present and analyse the global marketing concept and practice against the background of processes of companies' internationalization. Discussion on selected segments of international environment (e.g. cultural) is included. Main foreign market entry forms, marketing strategies and marketing-mix (4P's: product, price, distribution, communication) perspectives are covered. Relevant issues of global market research and foreign markets selection are also included in the course. |
|
Literatura: |
Literatura podstawowa: 1) M.R. Czinkota, I.A. Ronkainen, International Marketing, 10 ed., Cengage 2013; or 2) S. Hollensen, Global Marketing. A Decision-Oriented Approach, 8th ed., Pearson 2020. Literatura uzupełniająca: 1) M. Kotabe, K. Helsen, Global Marketing Management, 6 ed., Wiley 2014; 2) I. Doole, R. Lowe, International Marketing Strategy, 6 ed., Cengage 2012. |
|
Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 20.00% egzamin testowy: 30.00% referaty/eseje: 20.00% ocena z ćwiczeń: 30.00% |
Zajęcia w cyklu "Semestr letni 2023/24" (zakończony)
Okres: | 2024-02-24 - 2024-09-30 |
Przejdź do planu
PN WT CW
WYK
WYK
CW
CW
ŚR CZ PT |
Typ zajęć: |
Ćwiczenia, 14 godzin
Wykład, 16 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Ewa Baranowska-Prokop, Adam Oleksiuk | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Wykład - Ocena |
|
Skrócony opis: |
Global and international marketing. Standardization and adaptation in global marketing. Global marketing environment. Cultural (psychic) distance. Global marketing research. Foreign market screening and selection. Global market segmentation. Foreign market entry modes. Global marketing strategies/programmes. Product and branding decisions. International product life cycle. Pricing. Channels of distribution. Global communication (promotion). Country-of-origin effect. |
|
Pełny opis: |
A general objective of the course is to present and analyse the global marketing concept and practice against the background of processes of companies' internationalization. Discussion on selected segments of international environment (e.g. cultural) is included. Main foreign market entry forms, marketing strategies and marketing-mix (4P's: product, price, distribution, communication) perspectives are covered. Relevant issues of global market research and foreign markets selection are also included in the course. |
|
Literatura: |
Literatura podstawowa: 1) M.R. Czinkota, I.A. Ronkainen, International Marketing, 10 ed., Cengage 2013; or 2) S. Hollensen, Global Marketing. A Decision-Oriented Approach, 8th ed., Pearson 2020. Literatura uzupełniająca: 1) M. Kotabe, K. Helsen, Global Marketing Management, 6 ed., Wiley 2014; 2) I. Doole, R. Lowe, International Marketing Strategy, 6 ed., Cengage 2012. |
|
Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 20.00% egzamin testowy: 30.00% referaty/eseje: 20.00% ocena z ćwiczeń: 30.00% |
Zajęcia w cyklu "Semestr zimowy 2023/24" (zakończony)
Okres: | 2023-10-01 - 2024-02-23 |
Przejdź do planu
PN WT WYK
CW
CW
ŚR CZ PT |
Typ zajęć: |
Ćwiczenia, 14 godzin
Wykład, 16 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Ewa Baranowska-Prokop | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Wykład - Ocena |
|
Skrócony opis: |
Global and international marketing. Standardization and adaptation in global marketing. Global marketing environment. Cultural (psychic) distance. Global marketing research. Foreign market screening and selection. Global market segmentation. Foreign market entry modes. Global marketing strategies/programmes. Product and branding decisions. International product life cycle. Pricing. Channels of distribution. Global communication (promotion). Country-of-origin effect. |
|
Pełny opis: |
A general objective of the course is to present and analyse the global marketing concept and practice against the background of processes of companies' internationalization. Discussion on selected segments of international environment (e.g. cultural) is included. Main foreign market entry forms, marketing strategies and marketing-mix (4P's: product, price, distribution, communication) perspectives are covered. Relevant issues of global market research and foreign markets selection are also included in the course. |
|
Literatura: |
Literatura podstawowa: 1) M.R. Czinkota, I.A. Ronkainen, International Marketing, 10 ed., Cengage 2013; or 2) S. Hollensen, Global Marketing. A Decision-Oriented Approach, 8th ed., Pearson 2020. Literatura uzupełniająca: 1) M. Kotabe, K. Helsen, Global Marketing Management, 6 ed., Wiley 2014; 2) I. Doole, R. Lowe, International Marketing Strategy, 6 ed., Cengage 2012. |
|
Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 20.00% egzamin testowy: 30.00% referaty/eseje: 20.00% ocena z ćwiczeń: 30.00% |
Właścicielem praw autorskich jest Szkoła Główna Handlowa w Warszawie.