N_MRZO Marketing Management of International Trade

University of Finance and Administration
Summer 2017
Extent and Intensity
2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
RNDr. Aleš Krejčí, CSc. (seminar tutor)
doc. Ing. Naděžda Petrů, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Naděžda Petrů, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Bažantová
Timetable of Seminar Groups
N_MRZO/pMPH: Thu 12:15–12:59 S01, Thu 13:00–13:45 S01, except Thu 2. 3. ; and Thu 23. 3. 14:00–15:30 S01, N. Petrů
N_MRZO/uMPH: Tue 21. 3. 15:45–17:15 S11, Tue 28. 3. 15:45–17:15 S11, 17:30–19:00 S11, Tue 11. 4. 15:45–17:15 S11, 17:30–19:00 S11, A. Krejčí
N_MRZO/vMMO: Sat 11. 3. 9:45–11:15 M17, 11:30–13:00 M17, Sat 25. 3. 9:45–11:15 M17, 11:30–13:00 M17, Sat 8. 4. 9:45–11:15 M17, A. Krejčí
N_MRZO/vMPH: Fri 17. 3. 19:15–20:45 S32, Sat 1. 4. 8:00–9:30 S13, 9:45–11:15 S13, Sat 22. 4. 9:45–11:15 S33, 11:30–13:00 S33, A. Krejčí
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
This course will introduce students to the problems, methods, techniques and practical application of marketing with an emphasis on specific foreign trade influenced by the cultural aspects of each country. During the course, students gain the following qualifications: formulate and interpret the strategic vision of international trade in the medium term, which will be responsible for specific business sectors. Analyze and characterize the cultural aspects of personal and marketing communications within the cultural differences between countries and religions. Derive strategic, tactical and operational objectives for the expansion of the company on a specific foreign market. Aims to develop business and marketing strategies. Identify risks that could threaten the strategy, design tools for their management, arguing the steps necessary for the management of receivables. Summarize tool Export Strategy of the Czech Republic 2012 - 2020, the vision of the state of export promotion. Characterize the role CzechTrede, CzechInvest, EGAP, Czech Export Bank.
Syllabus
  • Curriculum is divided into sub-headings, which are mutually linked thematically or practically. They are: 1. The role of marketing and foreign trade structure of the company, their mutual relations. Current developments in international trade in goods and services. 2. Typology of the second world markets, world trade center, the foreign trade policy. 3. Cultural aspects of personal communications in the EU countries in third world countries. 4. Concept of International Marketing - cultural aspects of the marketing mix (product, price). 5. Logistics operations in international markets. Eurostat, Incoterms. 6. Integrated marketing communication and its specifics in foreign markets. 7. Forms of business in international markets, international business operations. 8. Stages of Preparation foreign trade operations, payment terms. 9. The risks of foreign trade and management, specifics debt management, insurance risk. 10. Human resources management in foreign markets. 11. The Czech business support in the European context. Export Strategy 2012-2020. 12. Business SMEs in international markets and business opportunities.
Literature
    required literature
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vyd. Praha: Vysoká škola finanční a správní, 2015. 276 s. Edice EUPRESS. ISBN 979-80-7408-060-9.
  • HAVLÍČEK, Karel, BŘEČKOVÁ, Pavla a kol. Řízení exportních rizik malé a střední firmy. 1. Vyd. Praha: Vysoká škola finanční a správní. Edice EUPRESS. 2015. 52 s. ISBN 978-80-7428-113-2.
  • PETRŮ, Naděžda a Václav KUPEC. Marketingové řízení podniků – diskurs podnikové praxe. Prováděcí analýzy – případové studie – příklady a návody. Druhé přepracované a doplněné vydání. Praha: Vysoká škola finanční a správní. 2015. 82 s. Edic EUPRESS. ISBN 9
  • Exportní strategie ČR 2012-2020. Ministerstvo průmyslu a obchodu.
    recommended literature
  • ZAPLETALOVÁ, Šárka. Podnikání malých a středních podniků na mezinárodních trzích. 1. Vyd. Praha: Ekopress. 2015. 178 s. ISBN 978-80-87865-15-3.
  • ŠŤERBOVÁ,L. a kol. Mezinárodní obchod ve světové krizi 21.stol. 1.vyd. Praha: Grada Publishing, a.s., 2013.368s. ISBN 978-80-247-4694-4
  • MACHKOVÁ, Hana a kol. Mezinárodní obchodní operace. 6. Vyd. Praha: Grada Publishing, a.s. 2014. 256 s. ISBN 978-80-247-4874-0.
  • BLÁHA Jiří a kol. Pokročilé řízení lidských zdrojů. 1. Vyd. Praha: Edika. 2013. 280 s. ISBN 978-80-266-0374-0.
  • LEHMANNOVÁ, Zuzana a kol. Paradigma kultur. Praha: Aleš Čeněk. 2011. 252 s. ISBN 978-80-738-0297-4.
  • ROUVINEZOVÁ, D.K. a J.L. Ward. Rodinná firma. Jak vybudovat, úspěšně vést a předat rodinný podnik. 1.vyd. Brno: Barrister and Pincipal. 2016. 135 s. ISBN 978-80-7485-095-0.
Teaching methods
Teaching first full-time study consists of lectures: 12 hours. Examples, tutorials and case studies should encourage their own evaluation of the situation on foreign markets, our own research and its presentation, the transfer of personal experience and knowledge to other students. In the combined studies are taught in the form of managed group consultations over the study supports. The teaching will be complemented theory with practical examples on which the listener an idea of the role of marketing and foreign trade management. Participation will require some degree of preparedness of students following the curriculum of concentration to allow informed debate on the topics discussed.
Assessment methods
The course ends with an examination. Teachers may also be made in project work scope according to your own specifications - eg. Project company's entry into foreign markets. The project should be directed to the input of specific company in specific international markets including the specification of cultural differences. 1. Setting goals 2. Analysis of the project environment for entry to selected third market entry strategies selected market (according to the marketing mix - product, price, communication, distribution, according to the form input) input 4. Risks and their management. The exam will be oral or written test - questions will be based on key words in the various topics and their links to practical application.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Summer 2016, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Summer 2017, recent)
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