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Lecturer(s)
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Sosnová Lucie, magistr kand.ekon.věd, dipl.spec.
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Course content
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Definition of international marketing, theories and strategies Influences of international marketing environment, PEST analysis Consumer behavior in the international environment The influence of culture on consumer behavior Consumers and the dissemination of innovation in the international environment Consumer generations in the international environment Selection of foreign markets, segmentation of international markets Modes of entry on foreign markets International product policy International price policy International distribution policy International communication policy
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Learning activities and teaching methods
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- Contact hours
- 26 hours per semester
- Preparation for comprehensive test (10-40)
- 30 hours per semester
- Individual project (40)
- 28 hours per semester
- Undergraduate study programme term essay (20-40)
- 20 hours per semester
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| prerequisite |
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| Knowledge |
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| to explain basic questions of marketing |
| Skills |
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| None |
| Competences |
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| N/A |
| learning outcomes |
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| Knowledge |
|---|
| to explain important concepts in the field of international business |
| to identify and describe the specifics of marketing in the international environment and selected markets |
| to explain the importance of adapting marketing tools in an international context |
| Skills |
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| to apply theoretical knowledge to specific examples |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Self-study of literature |
| Individual study |
| Interactive lecture |
| Skills |
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| Practicum |
| Competences |
|---|
| Interactive lecture |
| Practicum |
| Self-study of literature |
| Individual study |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Seminar work |
| Skills |
|---|
| Seminar work |
| Competences |
|---|
| Written exam |
| Seminar work |
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Recommended literature
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Armstrong, G., Kotler, P. Principles of marketing. Boston, Pearson, 2012. ISBN 978-0-273-75243-1.
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Král, P., Machková, H., Lhotáková, M., Cook, G. International marketing: theory, practices and new trends. Praha: Oeconomica, 2016. ISBN 978-80-245-2152-7.
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Solomon, M.R. Consumer behaviour: a European perspective. Harlow Prentice Hall, 2010. ISBN 978-0-273-71726-3.
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