Study programmes / B-EMEN Economics and Management / International Marketing
Course code:MMA
Course title in language of instruction:International Marketing
Course title in Czech:Mezinárodní marketing v AJ
Course title in English:International Marketing
Mode of completion and number of credits:Exam (4 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1
(full-time, hours of lectures per week / hours of seminars per week)
Language of instruction:English
Level of course:master continuing
Semester:WS 2018/2019 - FBE
Name of lecturer:doc. Ing. Jana Turčínková, Ph.D. (supervisor)
Prerequisites:Marketing I
Aims of the course:The module is designed to develop an appreciation of the special
requirements for successfully conducting IM activities by concentrating on
the functional aspects and the marketing approach to doing business.
Course contents:
1.The International Marketing&emdash;Opportunities and Challenges (allowance 2/1)
2.The International Trade Policy and Trade Position of the Czech Republic (allowance 2/1)
3.The Environment of International Marketing (allowance 6/3)
a.The International Political and Legal Environment
b.The Economic and the Financial Environment
c.The Cultural Environment

4.The International Marketing Intelligence (allowance 2/2)
5.The International Product Policy (allowance 3/2)
a.The Product Adaptation. The Product and the Brand Management
b.The New Product Development and Product Line Policies

6.The Export and the Global Pricing Strategies (allowance 2/1)
7.The Distribution Strategies (allowance 2/1)
a.The Entering Foreign Markets
b.The Foreign-Market Channels and Global Logistics

8.International Promotion (allowance 3/1)
a.Advertising, Personal Selling, Public Relation, Direct Marketing
b.Promotion Strategy Decision in an International Context

9.The Planning, Organization, and Control of International Marketing (allowance 2/1)
10.The IM in Action and the Selected Applications in IM (allowance 4/1)

Learning outcomes and competences:
Generic competences:
-ability to organize and plan ahead
-ability to understand foreign cultures and customes
-ability to work in international context
-ability to work independently
-general knowledge
-skilled at utilizing and processing information

Specific competences:
-Student has the ability to set up the marketing mix based on customer preferences.
-Student has the ability to suggest appropriate international market entry strategy
-Student is able to analyse data for needs of marketing activities in international context.
-Student knows the principles of international marketing planning.

Type of course unit:required
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:Students will be evaluated on the basis of group seminar project development in collaboration with students from St. Joseph's University, which must be presented orally in its final form in the 12th week. Students must submit the 5th week first report on the project (country overview) and in the 8th week the second report on the project (competitive environment). Students are expected to submit a Call report (a report of the group meetings), according to criteria that are presented in the seminars. In the 13th week, students must pass a written exam with a gain of min. 50% points.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendance
Direct teaching
     lecture28 h
     seminar14 h
     preparation for exam20 h
     preparation of presentation10 h
     writing of seminar paper40 h
Total112 h

Basic reading list
  • CZINKOTA, M R. -- RONKAINEN, I A. International marketing. 5. vyd. Fort Worth: The Dryden Press, 1998. 29 p. ISBN 0-03-024401-3.
  • International marketing. 3. vyd. Oxford: Butterworth Heinemann, 2001. 509 p. ISBN 0-7506-2241-5.
Recommended reading list
  • HOLLENSEN, S. Global marketing : a decision-oriented approach. 4. vyd. Harlow, England: Financial Times Prentice Hall, 2007. 714 p. ISBN 978-0-273-70678-6.
  • ZALTMAN, G. How customers think. Essential insights into the mind of the market. Boston: Hardvard Business School Press, 2003. 323 p. ISBN 1-57851-826-1.
  • ENNEW, C /. Marketing Financial Services. 2. vyd. Oxford: Butterworth-Heinemann Ltd., 1995. 11 p. ISBN 0-7506-2247-4.
  • GESTELAND, R R. Cross-cultural business behavior : negotiating, selling, sourcing and managing across cultures. 4. vyd. Copenhagen: Copenhagen Business School Press, 2005. 351 p. ISBN 87-630-0149-7.