International Marketing (CIVICA Engage Course)

"International Marketing" is a sub-discipline of marketing. It covers the presentation of principles of marketing activities in the diversified, dynamic international environment. The students engage in preparing an analysis of a potential market for the expansion of one selected category of products, with a focus on sustainable marketing in terms of one of the below-mentioned areas:

- Product development - the students should consider the product life cycle, in terms of its environmental and social impacts.

- Strategy - the students should create strategies that reduce waste and carbon footprints.

- Branding/Advertisement - the students should propose communication strategies stimulating sustainability-driven consumer behavior; while also considering the cultural diversity of the European markets.

- Sustainable Partnerships - the students should suggest ideas about partnerships between different stakeholders, NGOs, and public institutions ensuring a significant impact on solving

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 available analysis and research tools to assess 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. The course also tackles the topic of sustainability, which is increasingly important for stakeholders around the globe, because Environmental, Social, and Governance goals (ESG) are included by companies in many countries. The challenges concerning sustainability in the marketing context relate to the application of strategies leading to such social issues as overconsumption, unsustainable packaging, increased carbon footprint, promoting 'fast fashion', etc. Moreover, achieving the recent EU sustainability objectives, whilst retaining the expected profitability levels, is an important management challenge that has to be tackled by firms.

Literatura podstawowa:

I. Doole, R. Lowe, Kenyon A., International Marketing Strategy, 7th ed., Cengage, 2019, 2022; Kotabe M., Helsen K.: "Global Marketing Management", 7th ed, Wiley 2016; S. Hollensen, Global Marketing. 7th ed., Pearson Education, 2017; 2021

Literatura uzupełniająca:

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

Kryteria oceniania:

egzamin tradycyjny-pisemny: 20.00%

egzamin testowy: 20.00%

referaty/eseje: 30.00%

ocena z ćwiczeń: 30.00%

"International Marketing" is a sub-discipline of marketing. It covers the presentation of principles of marketing activities in the diversified, dynamic international environment. The students engage in preparing an analysis of a potential market for the expansion of one selected category of products, with a focus on sustainable marketing in terms of one of the below-mentioned areas:

- Product development - the students should consider the product life cycle, in terms of its environmental and social impacts.

- Strategy - the students should create strategies that reduce waste and carbon footprints.

- Branding/Advertisement - the students should propose communication strategies stimulating sustainability-driven consumer behavior; while also considering the cultural diversity of the European markets.

- Sustainable Partnerships - the students should suggest ideas about partnerships between different stakeholders, NGOs, and public institutions ensuring a significant impact on solving

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 available analysis and research tools to assess 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. The course also tackles the topic of sustainability, which is increasingly important for stakeholders around the globe, because Environmental, Social, and Governance goals (ESG) are included by companies in many countries. The challenges concerning sustainability in the marketing context relate to the application of strategies leading to such social issues as overconsumption, unsustainable packaging, increased carbon footprint, promoting 'fast fashion', etc. Moreover, achieving the recent EU sustainability objectives, whilst retaining the expected profitability levels, is an important management challenge that has to be tackled by firms.

Literatura podstawowa:

I. Doole, R. Lowe, Kenyon A., International Marketing Strategy, 7th ed., Cengage, 2019, 2022; Kotabe M., Helsen K.: "Global Marketing Management", 7th ed, Wiley 2016; S. Hollensen, Global Marketing. 7th ed., Pearson Education, 2017; 2021

Literatura uzupełniająca:

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

Kryteria oceniania:

egzamin tradycyjny-pisemny: 20.00%

egzamin testowy: 20.00%

referaty/eseje: 30.00%

ocena z ćwiczeń: 30.00%

"International Marketing" is a sub-discipline of marketing. It covers the presentation of principles of marketing activities in the diversified, dynamic international environment. The students engage in preparing an analysis of a potential market for the expansion of one selected category of products, with a focus on sustainable marketing in terms of one of the below-mentioned areas:

- Product development - the students should consider the product life cycle, in terms of its environmental and social impacts.

- Strategy - the students should create strategies that reduce waste and carbon footprints.

- Branding/Advertisement - the students should propose communication strategies stimulating sustainability-driven consumer behavior; while also considering the cultural diversity of the European markets.

- Sustainable Partnerships - the students should suggest ideas about partnerships between different stakeholders, NGOs, and public institutions ensuring a significant impact on solving

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 available analysis and research tools to assess 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. The course also tackles the topic of sustainability, which is increasingly important for stakeholders around the globe, because Environmental, Social, and Governance goals (ESG) are included by companies in many countries. The challenges concerning sustainability in the marketing context relate to the application of strategies leading to such social issues as overconsumption, unsustainable packaging, increased carbon footprint, promoting 'fast fashion', etc. Moreover, achieving the recent EU sustainability objectives, whilst retaining the expected profitability levels, is an important management challenge that has to be tackled by firms.

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.

Kryteria oceniania:

egzamin tradycyjny-pisemny: 20.00%

egzamin testowy: 20.00%

referaty/eseje: 30.00%

ocena z ćwiczeń: 30.00%

"International Marketing" is a sub-discipline of marketing. It covers the presentation of principles of marketing activities in the diversified, dynamic international environment. The students engage in preparing an analysis of a potential market for the expansion of one selected category of products, with a focus on sustainable marketing in terms of one of the below-mentioned areas:

- Product development - the students should consider the product life cycle, in terms of its environmental and social impacts.

- Strategy - the students should create strategies that reduce waste and carbon footprints.

- Branding/Advertisement - the students should propose communication strategies stimulating sustainability-driven consumer behavior; while also considering the cultural diversity of the European markets.

- Sustainable Partnerships - the students should suggest ideas about partnerships between different stakeholders, NGOs, and public institutions ensuring a significant impact on solving

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 available analysis and research tools to assess 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. The course also tackles the topic of sustainability, which is increasingly important for stakeholders around the globe, because Environmental, Social, and Governance goals (ESG) are included by companies in many countries. The challenges concerning sustainability in the marketing context relate to the application of strategies leading to such social issues as overconsumption, unsustainable packaging, increased carbon footprint, promoting 'fast fashion', etc. Moreover, achieving the recent EU sustainability objectives, whilst retaining the expected profitability levels, is an important management challenge that has to be tackled by firms.

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.

Kryteria oceniania:

egzamin tradycyjny-pisemny: 20.00%

egzamin testowy: 20.00%

referaty/eseje: 30.00%

ocena z ćwiczeń: 30.00%