NA_GM Global Marketing

University of Finance and Administration
Winter 2019
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Zdeněk Linhart, CSc. (seminar tutor)
Guaranteed by
doc. Ing. Zdeněk Linhart, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
NA_GM/cMCPH: each even Wednesday 14:00–14:44 S35, each even Wednesday 14:45–15:30 S35, except Wed 27. 11. ; and Wed 27. 11. 14:00–15:30 S35, Z. Linhart
NA_GM/pMCPH: Wed 12:15–12:59 S35, Wed 13:00–13:45 S35, except Wed 27. 11. ; and Wed 27. 11. 12:15–13:45 S35, Z. Linhart
Prerequisites
Completed bachelor’s studies of communication or marketing fields of study at different universities.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
By completing the course Global Marketing students will gain an overview of the latest trends in the theory and practice of marketing communications on a corporate and global scale. Can explain the emergence and development of higher and modern quality of marketing communication in a global environment, can analyze its practical importance and theoretically justify various forms, strategies and tactics of its deployment in achieving marketing communication and commercial goals of social entities of different focus - commercial, non-commercial, nonprofit. He / she acquires information integrating IMK concepts into the conditions of the global world and hyper-competitive environment, is able to assess links to global trends of social development in commercial and non-commercial sphere, to new global communication phenomena and strategies. They will acquire partial skills in critical analysis of IMK application in social practice.
Learning outcomes
By completing the course Global Marketing students will gain an overview of the latest trends in theory and practice of marketing communication in relation to the global environment. Can explain the emergence and development of higher quality marketing communications, especially integrated marketing communications (IMK) in the conditions of corporate and B2B markets, can analyze its practical importance and theoretically justify the various forms, strategies and tactics of its deployment in achieving marketing communication and commercial goals of social entities different focus.
Syllabus
  • 1. Developmental stages of marketing policy in the economic life of the company, characteristics of basic marketing concepts resulting in the IMK strategy in a global environment. 2. Global trends of the contemporary world and their reflection in communication marketing strategies, modeling of society through the so-called megatrends caused by global business strategies based on intellectual technology improvement. 3. Competition and hypercompetition in the global world as a starting point for the introduction of IMC, knowledge economy from the position of combination of IMC tools and its influence on the competitiveness of enterprises. 4. Chaotics - basic factors of the origin of turbulent phenomena in society and their influence on the formation of marketing communication concepts in global markets 5. Definition of IMC and global environment, its basic structure, synergy of activity in multinational companies. 6. Characteristics of IMK in current global markets. 7. Internal and external barriers to IMK implementation in global companies. 8. Global advertising and sales promotion. Clash with national and regional traditions. 9. Building a global brand in the strategy of MK corporate companies. 10. Building a global identity in the concept of MK corporate companies. 11. New quality of relations between communicating subjects. Marketing solutions in B2B markets. The role of services in MC strategy in corporate companies. 12. New trends in marketing communication and possibilities of their use in global IMK strategy.
Literature
  • PETRŮ, Naděžda, Andrea TOMÁŠKOVÁ and Karel HAVLÍČEK. Comparison of marketing vitality of family and non-family companies doing business in the Czech Republic. In International Scientific Conference Economics, Management, Finance and Social Attributtes of Economic System (EMFSA 2018). 2018. ISBN 978-80-8154-236-7. info
  • PAVLÁT, Vladislav and Ladislava KNIHOVÁ. Peace Marketing Opportunities and Prospects: The Case of the Czech Republic. In Alexandru-Mircea Nedelea a Mirilena-Oana Nedelea. Marketing Peace for Social Transformation and Global Prosperity (Advances in Public Policy and Administration). 1st ed. Hershey, PA, USA: IGI Global, 2018, p. 1-21. IGI global book series. ISBN 978-1-5225-7464-4. URL info
  • SMIŘINSKÁ, Markéta and Václav KUPEC. The Evaluation of Marketing Communication. Scientia et Societas. Praha: Newton College, 2017, vol. 13, No 3, p. 23-34. ISSN 1801-7118. URL info
  • HAVLÍČEK, Karel and Lenka ŘÍHOVÁ. Specifics of Price Marketing Controlling and Pricing of Products with Small and Medium-Sized Family Enterprises. 2016. ISBN 978-80-8154-167-4. info
  • ELIÁŠ, Karel. How to challenge ontemporary marketing Communications Issues. Czech Marketplace. Americká obchodní komora v Praze, 2015. info
  • WIDERA, Zbigniew. Marketing Communication in Service Process. Praha: Vysoká škola finanční a správní, 2014, p. 82-88. ISBN 978-80-7408-097-5. info
  • PAVLŮ, Dušan. Marketing and Marketing Communication in SMEs. European Research Studies Journal. Greece: University of Piraeus, 2013, Vol. XVI, No 4, p. 113-126. ISSN 1108-2976. info
  • ZICH, František. Marketing Communication and Way of Life. In KUBÁTOVÁ, H. et al. Ways of Life in the Late Modernity. Olomouc: Palackého Univerzita Olomouc, 2013, p. s. 229-244. ISBN 978-80-244-3450-6. info
  • HAVLÍČEK, Karel and Pavla BŘEČKOVÁ. Significance and Differences of Marketing and Sales Controlling. Central European Business review. Praha: Vysoká škola ekonomická v Praze, 2013, Vol. II, No. 3, p. 36-42. ISSN 1805-4854. info
  • HRONOVÁ, Štěpánka. Foreign Language Didactics: University Elt Specifics, Terminology – Concepts & Theories, Student Base and Emerging Trends in the Field of Marketing Communications. In Marketing Communications / Modern Educational Methods in Teaching Marketing Communications in Tertiary Education. Praha: Vysoká škola finanční a správní, o.p.s., 2011, 9 pp. ISBN 978-80-7408-055-5. info
  • TOMČÍK, Michal. Marketing and Public Space. In Marketing Communications / Modern Educational Methods in Teaching Marketing Communications in Tertiary Education. Praha: Vysoká škola finanční a správní, o.p.s., 2011, 13 pp. ISBN 978-80-7408-055-5. info
  • ELIÁŠ, Karel. Marketing Communication at the University of Finance and Administration also in English. AmCham Czech Republic Marketplace. 2011. URL info
  • KNIHOVÁ, Ladislava. Marketing Communications Live out through the Revolution: Is Marketing Communications Teaching Revolutionary, too? In Marketing Communications / Modern Educational Methods in Teaching Marketing Communications in Tertiary Education. Vysoká škola finanční a správní, o.p.s., 2011, 5 pp. ISBN 978-80-7408-055-5. info
  • HAVLÍČEK, Karel. Marketing management and marketing controlling of SME´s. European Research Studies Journal. Greece: University of Piraeus, 2011, Vol. XIV, Issue 4, p. 39-54, 15 pp. ISSN 1108-2976. info
  • KLIČKA, Pavel. New trends in marketing and education. In Marketing Communications / Modern Educational Methods in Teaching Marketing Communications in Tertiary Education. Praha: Vysoká škola finanční a správní, o.p.s., 2011, 8 pp. ISBN 978-80-7408-055-5. info
  • BACHMAN, P. and Karel LACINA. Introduction to Management and Marketing. 1st ed. Hradec Králové: Gaudeamus, 2007, 169 pp. ISBN 978-80-7041-849-9. info
Teaching methods
In the attendance form of the study, the content of all topics is a theoretical interpretation of the educator accompanied by examples of marketing communication practice, in & nbsp; the combined form of the study is the content of a guided consultation guide to subject subject matter according to the Study Support - s & nbsp; accent on knowledge of literature and self-study - participation in consultations of at least 60%. Students of both study forms conduct a professional marketing study in writing with a critical assessment of the specific application of the IMK strategy in corporate (global) companies, with varying focus according to specificity in the assignment of a teaching educator at the first lecture or consultation of the KS. The work must be handed over by December 2. The subject is chosen by the student at his own discretion, depending on the subject's syllabus.
Assessment methods
This course is by completed comprehensive test in during the examination period. Followd oral quality assessment test results and teacher educator critical analysis of scientific studies. The final grade is made up of all parts: a final test, oral examination and a scoring voluntary professional studies. In the combined studies, knowledge is verified final knowledge test with 30 questions, which are a selection of questions from   Study support. Followd verbal assessment of the quality of the test results and teacher educator critical analysis of scientific studies. The final grade is composed of   partial signs of test and the scores of professional studies.
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: 16 hodin KS/semestr.
Teacher's information
During the lectures, the educator continuously draws the attention of listeners to current journal studies, the content of which is related to the topic being lectured. The tests include, in part, questions that can be studied from a lectured substance, in part from compulsory literature, in part also from magazine studies. Graduating from the course requires a higher rate of separate learning initiative. All lectured topics will be presented in ppt form on IS.
The course is also listed under the following terms Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2019, recent)
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