NA_MMIT Marketing Management of International Trade

University of Finance and Administration
Summer 2019
Extent and Intensity
2/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Peter Stuchlík, CSc. (seminar tutor)
Guaranteed by
Ing. Peter Stuchlík, CSc.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Markéta Knížková
Timetable of Seminar Groups
NA_MMIT/pMCPH: each odd Tuesday 10:30–11:14 S33, each odd Tuesday 11:15–12:00 S33, each odd Tuesday 12:15–12:59 S33, each odd Tuesday 13:00–13:45 S33, P. Stuchlík
Prerequisites
This subject requires a basic awareness of the importance of international trade, net exports, theoretical fundamentals of the balance of payments, exchange rates that students gained mainly in the subject of macroeconomics.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
International trade and international marketing are currently experiencing rapid growth, which is mainly influenced by processes of internationalization and globalization of the world economy, using modern technologies, the Internet. These processes also open up new opportunities for small and medium-sized businesses, while enhancing global competition. Most businesses today are directly (by their own export operations) or indirectly (indirectly) involved in the international business process. The course will introduce students to basic concepts and modern trends in international trade, international marketing and cultural aspects of individual territories. Emphasis will be placed on the individual individual work of students, on their engagement in teaching, on their active participation in the formation of feedback so that they are able to take steps during their own practice for the success of the company on the foreign market. Learning outcomes of the course unit The aim of the course is to introduce students to the problems, methodology, methods and practical application of marketing with an emphasis on the specifics of foreign trade influenced by cultural aspects of individual countries. Upon completion of this course the student will have the following professional knowledge and skills. Students will be able to:  to formulate and interpret the strategic visions of international trade for the medium-term horizon that will belong to the specific business sector.  Analyze and characterize the cultural aspects of personal and marketing communication within the cultural differences of individual countries and religions.  Draw strategic, tactical and operational goals for the company's expansion to a specific foreign market.  Develop goals in business and marketing strategies. Identify the risks that can threaten strategies, design tools for managing them, argue the steps necessary to manage receivables.  To summarize the Export Strategy of the Czech Republic 2012-2020, a vision of the export activities of the state.  To characterize the role of CzechTrede, CzechInvest, EGAP, Czech Export Banks in the framework of pro-export strategy and support of export opportunities for SMEs.
Learning outcomes
International trade and international marketing are currently experiencing rapid growth, which is mainly influenced by processes of internationalization and globalization of the world economy, using modern technologies, the Internet. These processes also open up new opportunities for small and medium-sized businesses, while enhancing global competition. Emphasis will be placed on the individual individual work of students, on their engagement in teaching, on their active participation in the formation of feedback so that they are able to take steps during their own practice for the success of the company on the foreign market. Learning outcomes of the course unit The aim of the course is to introduce students to the problems, methodology, methods and practical application of marketing with an emphasis on the specifics of foreign trade influenced by cultural aspects of individual countries. Upon completion of this course the student will have the following professional knowledge and skills.
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. 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. Management of human resources in foreign markets.
  • 11. The Czech business support in the European context. Export Strategy 2012 - 2020.
  • 12. Business of Small and Medium Enterprises in international markets and business opportunities.
Literature
    required literature
  • BARTLETT, Christopher, A., GHOSHAL Sumantra and Paul W BEAMISH. Transnational management : text, cases, and readings in cross-border management. 7 edition. McGraw-Hill/Irwin. 2013, 752 p. ISBN-13: 978-0078029394
  • KAPLAN, Andreas M., ed. European business and management. Volume I, Cultural specificities and cross-cultural commonalities. First published. Los Angeles: Sage, 2016. 302 p. ISBN 978-1-4739-2514-4.
  • ZEYNEP Aycan, KANUNGO, Rabindra Nath and Manuel MENDONCA. Organizations and management in cross-cultural context. 1st ed. Los Angles: Sage, 2014. 375 p. ISBN 9781446297933
    recommended literature
  • GRATH, Anders. The handbook of international trade and finance. 3 edition. Kogan Page Publishers. 2013, 240 p. ISBN-13: 978-0749469542
  • KOTLER, T. Philip and Gary ARMSTRONG. Principles of Marketing : Global Edition. 14 edition. Pearson Education. 2013, 720 p. ISBN 978-0-273-78699-3
  • MOOIJ, Marieke. Global marketing and advertising :understanding cultural paradoxes. 4. edition. SAGE Publications, Inc. 2013. 416 p. ISBN: 978-1-4522-5717-4
Teaching methods
In the daily form of teaching (cycle of 12 lectures and 6 exercises), the lectures will usually include a lecture (theoretical background), include new knowledge from the field and practical part (case study, example of good practice, successful companies in individual foreign markets). Part of the lecture can be discussion on the topic, group work, etc. At the end of the lecture students will be assigned a task for home preparation, for the ongoing preparation of the project of entry of the company into the foreign market. The exercises will be focused on learning to learn through their own judgment, based on economic and critical thinking focused on entrepreneurship, entrepreneurship, creativity, creativity, presentation and communication skills, active attitude to the world, open access to new forms and marketing tools, marketing communications, Management of the company's entry into the foreign market. Emphasis will be placed not on accurate thinking based on verified qualitative and quantitative data, on the ability to work with information, with trend information and presentation systems. The company's entry to the foreign market will be presented on a scientific basis as a sequence of interconnected processes related to the acquisition, evaluation of information and management of the implementation part of the project. Combined study (cycle 6 of tutorials) will require a certain level of readiness for the listeners following the focus of each session to allow for a qualified discussion on the topics being discussed. The theory will be supplemented by practical examples, discussed and confronted with the practice of the students, so that the listener has an idea about the real activities connected with the entry of the company into the foreign market.
Assessment methods
Daily attendance: Assignment of credit is subject to the obligation of active attendance min. 75% for lectures and exercises (ie not only attendance, but active participation in teaching, discussion, interaction, argumentation), fulfillment of tasks of continuous home preparation. Combined form: Assignment of the credit is bound to fulfill the obligation of active attendance in min. 3 out of 6 managed consultations (but not just attendance, but active participation in learning, discussion, interaction, argumentation). Credit: Elaboration of the company's entry into the foreign market.
Language of instruction
English
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, Winter 2012, Winter 2013, Summer 2017, Summer 2018, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Summer 2019, recent)
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