VSFS:N_MRZO Marketing Management of Intern - Course Information

N_MRZO Marketing Management of International Trade

Extent and Intensity

2/1/0. 5 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: Bc. Kamila Procházková

Timetable of Seminar Groups

N_MRZO/cMPH: each even Thursday 14:00–14:44 S33, each even Thursday 14:45–15:30 S33, A. Krejčí
N_MRZO/pMPH: each even Thursday 10:30–11:14 S33, each even Thursday 11:15–12:00 S33, each even Thursday 12:15–12:59 S33, each even Thursday 13:00–13:45 S33, A. Krejčí
N_MRZO/vMPH: Sat 15. 2. 14:00–15:30 S33, 15:45–17:15 S33, Fri 28. 2. 14:00–15:30 S33, 15:45–17:15 S33, Fri 17. 4. 17:30–19:00 S33, 19:15–20:45 S33, N. Petrů

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.

Learning outcomes

Upon completion of this course the student will have the following professional knowledge and skills. He 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.

Syllabus

• The syllabus of the subject is divided into sub-circuits that are thematically or practically interrelated. They are: 1.Role of marketing and foreign trade in the structure of the company, their mutual relation. Current developments in international trade in goods and services. 2.Typology of world markets, world trade centers, foreign trade policy. 3. Cultural aspects of personal communication in EU countries, Third World countries. 4.Concept of international marketing - cultural aspects of marketing mix (product, price). 5.Logistics operations on international markets. Eurostat, Incoterms. 6.Integrated marketing communication and its specifics on foreign markets. 7.Forms of business in international markets, international business operations. 8.Professional preparation of foreign trade operations, payment conditions. 9. Foreign trade risks and their management, specifics of receivables management, risk insurance. 10.Management of human resources on foreign markets. 11.Czech business support in the European context. Export Strategy 2012-2020. 12.Improvement of small and medium-sized enterprises in international markets, 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.
• ZAPLETALOVÁ, Šárka. Podnikání malých a středních podniků na mezinárodních trzích. 1. Vyd. Praha: Ekopress. 2015. 178 s. ISBN 978-80-87865-15-3.
• 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.
• MACHKOVÁ, Hana. Mezinárodní marketing. Strategické trendy a příklady z praxe. 4. Vyd. Praha: Grada Publishing, a.s. 2015. 200 s. ISBN 978-80-247-5366-9
• Exportní strategie 2012 – 2020. Ministerstvo průmyslu a obchodu. Vždy aktuální Zpráva

recommended literature
• LEHMANNOVÁ, Zuzana a kol. Paradigma kultur. Praha: Aleš Čeněk. 2011. 252 s. ISBN 978-80-738-0297-4.
• SATO, Alexej, Jaroslav HALÍK a Vít HINČICA. International business operations. Prague: Oeconomica, nakladatelství VŠE, 2017. 167 s. ISBN 978-80-245-2205-0.
• JANATKA, František. Podnikání v globalizovaném světě. Vydání první. Praha: Wolters Kluwer, 2017. 336 s. ISBN 978-80-7552-754-7.
• ŽUFAN, Jan, HÁN, Jan a Monika KLÍMOVÁ. Kapitoly z personálního a iterkulturního managementu. 1. vyd. Praha: Wolters Kluwer ČR, 2013. 140 s. ISBN 978-80-7478-328-9.
• Trade News – Magazín Asociace malých a středních podniků a živnostníků ČR – vždy aktuální čísla.
• GROS, Ivan a kol. Velká kniha logistiky. 1. vyd. Praha: Vydavatelství VŠCHT. 2016. 512 s. ISBN 978-80-7080-952-5
• EVANGELU, Jaroslava Ester a Zalán GASPARICS. Manažerská komunikace v multikulturním prostředí. 1. vyd. Ostrava: KEY Publishing, s.r.o. 2013. 114 s. ISBN 978-80-7418-199-3.
• STEENKAMP, Jan-Benedict. Global brand strategy: world-wise marketing in the age of branding. London : Palgrave Macmillan. 2017. 319 s. ISBN 978-1-349-94994-6.

Teaching methods

In the daily form of lectures, 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 elaboration of the firne entry project on the foreign market. The course will focus on knowledge-based learning, based on economic and critical thinking oriented towards entrepreneurship, entrepreneurship, creativity, creativity, presentation and communication, active attitude towards 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 interrelated processes related to the acquisition, evaluation of information and management of the implementation part of the project. Combined study will require a certain degree of readiness for the listeners to follow the focus of each session to allow a qualified discussion on the subject. The theory will be supplemented by practical examples, discussed and confronted with the practice of the students so that the listener can create an idea about the real activities connected with the entry of the company on the foreign market.

Assessment methods

Exam: Project preparation and presentation (can be prepared by a group of 2-3 students) of the company's entry into the foreign market - there can be also a project dealing with import in the minimum extent: • the name of the business, the chosen international market, what will be the unique competitive advantage ..., • vision, mission, long-term goal, • Analysis of the selected market - STEEP, Porter (industry, suppliers, customers, competitors, substitution products), SWOT analysis - eg the company's readiness to enter the foreign market, • the form of entry to the foreign market (eg export and import operations - international business methods, non-tax forms for capital investment - eg licenses and franchising, capital entry, personnel security, organizational structure); • Establishment of marketing strategies of the company's entry into the foreign market (product, price, distribution, communication campaign, customer), • business plan (territory, market segments, or by product groups, in three variants sales plan for about 5 years - pessimistic, medium, optimistic), • Financial plan, calculation of expected cost and profitability, • the time schedule of the company's entry into the foreign market, • risk analysis, • project evaluation (return on investment, realistic evaluation, restrictions ...), • a list of bibliographic references, annexes

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: 12 hodin KS/semestr.

• Enrolment Statistics (Summer 2020, recent)
  
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