N_GM Global Marketing

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Aleš Hes, 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
N_GM/cMMO: each odd Tuesday 10:30–11:14 M22, each odd Tuesday 11:15–12:00 M22, P. Rosenlacher
N_GM/cMPH: each even Wednesday 14:00–14:44 S14, each even Wednesday 14:45–15:30 S14, A. Hes
N_GM/pMMO: each even Thursday 14:45–15:29 M25, each even Thursday 15:30–16:15 M25, each even Thursday 16:30–17:14 M25, each even Thursday 17:15–18:00 M25, A. Hes
N_GM/pMPH: each odd Wednesday 12:15–12:59 S14, each odd Wednesday 13:00–13:45 S14, each odd Wednesday 14:00–14:44 S14, each odd Wednesday 14:45–15:30 S14, A. Hes
N_GM/vMPH: except Sat 13. 11. ; and Fri 8. 10. 14:00–15:30 S26, 15:45–17:15 S26, Fri 22. 10. 17:30–19:00 S24, 19:15–20:45 S24, Fri 10. 12. 14:00–15:30 S26, 15:45–17:15 S26, Sat 18. 12. 9:45–13:00 E227, A. Hes
Prerequisites
CCompleted bachelor's studies in communication or marketing study programs and fields at various 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 IMC 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 IMC 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 (IMC) 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 IMC in current global markets. 7. Internal and external barriers to IMC 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 MC corporate companies. 10. Building a global identity in the concept of MC 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 IMC strategy.
Literature
    required literature
  • • FREY, P.: Marketingová komunikace – to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
  •  PŘIKRYLOVÁ J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing 2010. ISBN 978-80-247-3622-8, kapitola 2
  • • KOTLER, P., CASLIONE, J. A.: Chaotika: řízení a marketing firmy v éře turbulencí. Brno: Computer Press 2009. ISBN 978-80-251-2599-1, stran 214
    recommended literature
  • • GIBSON, R. editor: Nový obraz budoucnosti. Praha: Management Press, 2007. 80-7261-036-8, kapitola Kotler, P.: Mapování budoucího trhu
  • • HALLIN, D. C., MANCINI, P.: Systémy médií v postmoderním světě. Praha: Portál, 2008, ISBN: 978-80-7367-377-2, str. 275-316
  • • JAKUBÍKOVÁ, D.: Strategický marketing – strategie a trendy. Praha: Grada Publishing, 2008. ISBN- 978-80-247-2690, kapitola 3., str. 57-74
  •  SOLOMON, M. R., MARSHALL, G. W., STUART, E. W: Marketing očima světových manažerů. Brno: Computer Press 2006. ISBN 80-251-1273–X, str. 357-388
  • • CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008, ISBN 978-80-251-1769-9, kapitola 1– str. 3-25, kapitola 7 – str. 187-216
  • • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
  •  TOMEK, G., VÁVROVÁ, V.: MARKETING – Od myšlenky k realizaci. Praha: Professional Publishing, 2011. ISBN 978-80-7431-042-3, povinně kapitoly: 1., 2., 4., 6.,7.,10.,14.
  • PORADA, V., R. RAK and Eduard BRUNA. Některé negativní aspekty globalizace ovlivňující fenomén národní kultury. In Svoráková, S., Greňová, K. Globalizácia a fenomén národnej kultúry. Podhájska: Východoeurópska agentura pre rozvoj, 2015, 189 pp. ISBN 978-80-89608-17-1. info
    not specified
  • NEDELEA, Alexandru-Mircea a Marilena-Oana NEDELEA, ed. Marketing peace for social transformation and global prosperity. Hershey, PA: IGI Global, [2019]. Advances in Public Policy and Administration (APPA) book series. ISBN 978-1-5225-7464-4.
  • LUKOSZOVÁ, Xenie a Ondrej STOPKA. Logistická centra na globálním trhu. Jesenice: Ekopress, 2019. ISBN 978-80-87865-51-4.
  • SEDLÁČEK, Petr. Mezinárodní měnový systém a globální finanční krize. [Průhonice]: Professional Publishing, 2018. ISBN 978-80-88260-18-9.
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 IMC 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 5. The subject is chosen by the student at his own discretion, depending on the subject's syllabus.
Assessment methods
The course is completed with a credit and an exam. Credit for full-time study is performed by a credit check test in a total of about 30 questions containing the entire subject taught. Percentage of the test: 60% on the scale - counted, less 60% on the scale - not counted. Assesment methods and criteria linked to learning outcomes: Credit for the combined form of study is awarded on the basis of assigned seminar paper, which students insert into IS. The test is performed by a comprehensive supplementary test during the examination period. It is followed by an oral assessment of the quality of the test results by the teacher and a critical analysis of the seminar paper. The final grade consists of all parts: the results of the final test, the oral examination and the score of the expert study. In the combined form of study, knowledge is verified by a final knowledge test with   30 questions, which are a selection from the control questions of the Study Support. It is followed by an oral assessment of the quality of the test results by the teacher and a critical analysis of the seminar paper. The final grade consists of a partial grade from the test and a point evaluation of the seminar paper.
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: 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 2019, Winter 2020, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2021, recent)
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