VSFS:N_MRZO Marketing Management of Intern - Course Information

N_MRZO Marketing Management of International Trade

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

JUDr. Josef Novák (seminar tutor)
Ing. Martin Petrášek (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: Ing. Mgr. Dina Riegerová

Timetable of Seminar Groups

N_MRZO/pRPH: Wed 10:30–11:14 S24, Wed 11:15–12:00 S24, J. Novák
N_MRZO/uRPH: Tue 9. 10. 14:00–15:30 S36, 15:45–17:15 S36, Tue 23. 10. 14:00–15:30 S36, 15:45–17:15 S36, M. Petrášek
N_MRZO/vRPH: Sat 20. 10. 9:45–11:15 S26, 11:30–13:00 S26, Sat 3. 11. 9:45–11:15 S26, 11:30–13:00 S26, M. Petrášek
N_MRZO/vR11KL: Fri 5. 10. 13:45–15:15 K212, 15:30–17:00 K212, Fri 9. 11. 13:45–15:15 K212, 15:30–17:00 K212, N. Petrů

Prerequisites

Prerequisites are the subject of marketing management, sales management, logistics systems, customer relationship management, basic knowledge of macroeconomic concepts related to international trade.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The aim of the course will introduce students to the topic, methodology, methods and practical application of marketing with emphasis on foreign trade and its management in the corporate sector. Expected gained eligibility of students: formulation of a strategic vision for foreign trade in the medium term, which will be for the specific company. Analysis of the environment in which the company will operate. The analysis and the derivation of strategic vision, tactical and operational objectives in a particular foreign market. Development objectives into specific business and markertingových strategií.Identifikace risks that may threaten the strategy, design tools for their management. Select key indicators of business performance in foreign markets.

Syllabus

• Curriculum is divided into sub-circuits, which are mutually linked thematically or practically. They are: 1.The role of marketing and sales in the structure of the business, their mutual bond. International trade in goods and services. 2.Typology of world markets, foreign trade policy. 3.The concept of international marketing. Product, customer, pricing and communication mix to foreign markets and their specifics. 4.Forms of business in international markets, logistics operations in international markets. 5.Preparation phase of foreign trade operations. 6.Implementation of international business operations, payment terms. 7.Risks of foreign trade and management, risk insurance. 8.International Organization of an economic nature. 9.Czech support business in the European context. Export Strategy of the Czech Republic 2012 - 2020. 10.Human resource management in foreign markets. 11.Clusters as a form of inter-firm cooperation. International cluster projects and their functioning. 12.Waste industrial property in the Czech Republic and EU legislation.

Literature

required literature
• KAŠÍK, M., HAVLÍČEK, K. Marketingové řízení zahraničního obchodu. 1. vydání. Praha: VŠFS, 2006. Edice EUPRESS. ISBN 80-86754-67-7.
• PETRŮ, N. Marketingové řízení podniků – diskurs podnikové praxe. Prováděcí analýzy – případové studie – příklady a návody. 1. vydání. Praha: VŠFS, 2012. 72 s. Edice EUPRESS. ISBN 978-80-7408-072-2.
• Exportní strategie ČR 2012-2020. Ministerstvo průmyslu a obchodu.

recommended literature
• MACHKOVÁ H. a kol. Mezinárodní obchod a marketing. Praha: Grada Publishing, a.s., 2002. 266 s. ISBN 80-247-0364-5.
• SVATOŠ,M. a kol. Zahraniční obchod teorie a praxe. Praha: Grada Publishing, a.s., 2009. 367 s. ISBN 978-80-247-2708-0.
• KALÍNSKÁ,E. a kol. Mezinárodní obchod v 21. Století. Praha: Grada Publishing, a.s., 2010. 228 s. ISBN 978-80-247-3396-8.
• MACHKOVÁ,H. a kol.Mezinárodní obchodní operace. Praha: Grada Publishing, a.s., 2010. 240 s. ISBN 978-80-247-3237-4.
• ARMSTRONG, M. Řízení lidských zdrojů. Nejnovější trendy a postupy. Praha: Grada Publishing, a.s., 2007. 789 s. ISBN 978-80-247-1407-3

not specified
• PETŘÍČEK, V. Česká podpora podnikání v evropském kontextu. 1.vydání. Praha: Corona Communications s.r.o. 2007. 176 s. ISBN978-80-903954-2-8.

Teaching methods

Teaching full-time study consists of lectures and seminars: 6 hours of lectures, 6 hours of exercise. Examples, tutorials and case studies should the consultation exercise and managed to encourage their own assessment of the situation on the foreign market, their own research and its presentation, the transfer of personal experience and knowledge to other students. In the combined form of study are taught through group consultations over controlled study mainstays. The learning theory will be supplemented by practical examples on which the listener an idea of ​​the role of marketing and foreign trade. Participation will require a certain level of preparedness of students following the curriculum of each concentration to allow qualified discussion on existing topics.

Assessment methods

The course is completed an oral examination - students will present their project in a group of other participants in the tests - about 6 students per term exam. There will be discussion of realism presented. The project will focus on a specific company entry to a specific international market. 1.Determination of project objectives 2.Environmental analysis for the chosen market entry 3.Entry strategy chosen market (according to the marketing mix - product, price, communication, distribution, according to the entry form) 4.Risk of entry and management

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 8 hodin KS/semestr.

• Enrolment Statistics (Winter 2012, recent)
  
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