International Marketing

"International Marketing" is a sub-discipline of marketing. It covers presentation of principles of marketing activities in the diversified, dynamic international environment.

The definition and key elements of marketing activity in the international environment are presented and discussed. The course aims at familiarizing the students with marketing considerations of different types of foreign market entry. Furthermore, it aims at presenting the the available analysis and research tools to assess the foreign market opportunities and choose marketing strategies. It characterizes the marketing mix tools to be used in foreign markets, on the basis of multiple cases concerning European companies.

Literatura podstawowa:

Kotabe M., Helsen K.: "Global Marketing Management", 7th ed, Wiley 2016; S. Hollensen, Global Marketing. 7th ed., Pearson Education, 2017; 2021; I. Doole, R. Lowe, Kenyon A., International Marketing Strategy, 7th ed., Cengage, 2016; 2018.

Literatura uzupełniająca:

International Marketing: Within and Beyond Visegrad Borders, edited by Elena Horská, 2014: Episteme.

Wiedza:

Student understands the role of determinants of marketing in the international and global environment, in particular of standardization/adaptation of marketing activities.

Student understands the international marketing concept

Student knows the recent trends in international marketing

Umiejętności:

Student is able to identify and solve marketing problems in multi-nation environment.

Student is able to analyse and formulate international marketing programs.

Student is able to conduct foreign market analysis necessary for the target market choice.

Kompetencje społeczne:

Student understands ethical problems in international marketing.

Student acquires skills in team work (2-3 persons teams).

Student is is aware of negotiation styles within different cultures.

egzamin tradycyjny-pisemny: 30.00%

egzamin testowy: 20.00%

referaty/eseje: 30.00%

ocena z ćwiczeń: 20.00%