VSFS:NA_GM Global Marketing - Informace o předmětu

NA_GM Global Marketing

Rozsah

1/2/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.

Garance

PhDr. Ladislava Knihová, Ph.D., MBA
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Předpoklady

Prerequisites to Participate in the Course: To enroll in this course, students must have successfully completed a bachelor's degree in either the field of Communication or Marketing. This prerequisite applies irrespective of the university where the degree was obtained. The course builds on foundational knowledge of marketing principles, strategies, and communication frameworks, making it crucial for students to have a solid academic background in either of these disciplines to fully benefit from the coursework.

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Cíle předmětu

The primary objective of this Master's level course in Global Marketing is to equip students with a comprehensive understanding of marketing strategies and tactics as they apply to an increasingly globalized and interconnected world. Beyond conventional marketing concepts, the course places a special emphasis on the transformative influence of Artificial Intelligence (AI) in reshaping the field. Students will delve into a myriad of topics—from market research and cultural factors to product strategy and ethical considerations—all through the lens of AI's capabilities and implications. Through lectures, case studies, readings, and discussions, participants will gain hands-on experience and theoretical knowledge to navigate the challenges and opportunities in global marketing effectively. Ultimately, the course aims to produce forward-thinking marketers who can adapt and innovate in a rapidly evolving, AI-driven landscape

Výstupy z učení

Upon successful completion of this course, students will possess a robust understanding of the complexities and nuances inherent to global marketing, enriched by insights into the role of Artificial Intelligence (AI) in shaping contemporary practices. Participants will be adept at conducting global market research, analyzing the cultural, economic, and political landscapes, and tailoring marketing strategies accordingly. They will acquire skills in leveraging AI tools for tasks like market segmentation, pricing strategies, and customer engagement. Moreover, students will become well-versed in the ethical considerations of deploying AI in a global setting. With a balance of theoretical frameworks and real-world applications, including case studies from leading organizations, students will be prepared to face the dynamic challenges of the marketing world. They will be qualified to contribute immediately to marketing teams and think tanks, armed with actionable strategies and a future-ready mindset."

Osnova

• UNIT 1: Introduction to Global Marketing - Overview of global marketing; Exploring the importance and relevance of global marketing in today's business environment; Differences between domestic and international marketing; AI as a game changer in the landscape of global marketing UNIT 2: Global Market Research and Analysis - Techniques for researching international markets; Cultural, economic, and political factors in market analysis; AI-powered analytics in global market research UNIT 3: Understanding Culture in Global Marketing - Importance of cultural understanding in marketing; Impact of culture on consumer behavior; Strategies for overcoming cultural barriers; Harnessing AI to decode cultural differences in global consumer behaviour UNIT 4: International Marketing Environment - Understanding political, economic, and legal environments; Evaluating market attractiveness; Global market entry strategies; AI in Political, Economic, and Legal Environmental Scanning: Predictive Analytics for Global Decision-Making UNIT 5: Global Segmentation, Targeting, and Positioning - Identifying and selecting target markets; Positioning products in global markets; AI-Driven segmentation and targeting for enhanced customer satisfaction UNIT 6: Global Marketing Mix – Product Strategies - Product development for global markets; Managing products in different stages of the global product life cycle; AI-Enhanced Product Recommendations: Driving Sales through Intelligent Cross-Selling and Up-Selling; The Case Study of Amazon UNIT 7: Global Marketing Mix – Pricing Strategies - Factors influencing global pricing decisions; Implementing and adjusting international pricing strategies; AI-Enhanced Dynamic Pricing: Adapting to Global Market Conditions in Real-Time; The case study of Über UNIT 8: Global Marketing Mix – Distribution Channels - Logistics and supply chain issues in global marketing; Choosing and managing distribution channels; Smart Logistics and AI-Driven Supply Chain Decisions: The New Backbone of Global Marketing UNIT 9: Global Marketing Mix – Promotion and Communication Strategies - Adapting advertising and promotion to different cultures in a multilingual environment; International public relations and event marketing; AI-Driven Communication: From Chatbots to Voice Assistants in Global Marketing Strategies UNIT 10: Digital Marketing in a Global Context – The impact of the digital revolution on global marketing; Utilizing social media, SEO, and other digital marketing tools on a global scale; Leveraging AI for Advanced SEO, Data Analytics, and Global Customer Journey Mapping; The Case of Netflix UNIT 11: Managing Global Marketing Operations - Organizing and controlling global marketing activities; Ethical issues in global marketing; Ethical Dimensions in AI-Enabled Global Marketing; The Case Study of Coca-Cola UNIT 12: Future Trends in Global Marketing - Impact of globalization on future marketing strategies; Understanding and leveraging emerging markets; Global Markets: Emerging Opportunities and Challenges in an AI-Driven World

Literatura

povinná literatura
• GREEN, Mark C. a Warren J. KEEGAN, 2020. Global marketing. Tenth edition, global edition. Harlow, England Munich: Pearson. ISBN 978-1-292-30402-1.
• HOLLENSEN, Svend, 2020. Global marketing. 8th edition. Harlow, England ; New York: Pearson. ISBN 978-1-292-25180-6.

doporučená literatura
• PEASE, Wendy MacKenzie, 2021. The language of global marketing: translate your domestic strategies into international sales and profits. [S. l.: s. n.]. ISBN 978-1-73656-140-9.

Výukové metody

Methods of Instruction: The teaching approach for this course will blend theory and practice to offer a holistic view of global marketing, with a specific focus on the transformative impact of Artificial Intelligence. Various pedagogical methods will be employed: Interactive Lectures: The teacher will provide lectures that are not just informative but also engage students in real-time discussions, encouraging a more active learning environment. Case Studies: Selected topics will incorporate relevant global marketing case studies, including instances where AI has been effectively utilized. These will allow students to apply theoretical concepts to real-world scenarios. Experiential Learning: Seminars attached to lectures will focus on hands-on application of concepts, such as utilizing AI-based tools for market research, segmentation, and predictive analytics. Text Analyses: Periodically, students will be required to analyze academic papers, articles, or project case studies to deepen their understanding of complex topics in global marketing and AI. Guest Lectures: The course may include guest speakers who have practical experience in international marketing, providing valuable industry insights. The minimum mandatory attendance for full-time students is set at 75%, and for part-time students at 50%. This is a prerequisite for sitting the final test and oral examination. Failure to meet these attendance requirements will necessitate the completion of additional study obligations to demonstrate the academic achievements and competencies required for successful course completion."

Metody hodnocení

"Course Evaluation: This course will be evaluated through multiple components designed to comprehensively assess the depth and breadth of students' understanding and skills. The assessment framework is as follows: Written Test: Towards the end of the semester, students will undergo a written test comprised of multiple-choice questions, short answers, and case study analyses. This test aims to evaluate the students' grasp of key concepts, terminologies, and practical applications in global marketing. Weightage: 40% of the final grade. Oral Examination: After the written test, students will participate in an individual oral examination to further explore their understanding of the course material. During this examination, they will discuss and critically analyze various global marketing strategies, including the role of AI. Weightage: 30% of the final grade. Group Project on Global Marketing Strategies: Students will be required to form microteams and develop a comprehensive global marketing strategy for a hypothetical or real-world product or service. This project will encompass all elements of the marketing mix and will require the application of AI-based tools. Groups will present their completed projects to the class and submit a written report. Weightage: 30% of the final grade. The final grade for the course will be an aggregate score, taking into account the performance in each of the above-mentioned evaluation components. To pass the course, students must achieve a minimum grade as stipulated by university regulations."

Vyučovací jazyk

Angličtina

Informace učitele

Teacher's Information: This course is led by an Assistant Professor specialized in Marketing and English Language, with a keen interest in the fields of AI, digital marketing, and teaching instruction. The teaching philosophy centers on active participation and student engagement. As such, the course is designed to be interactive, with a mix of lectures, case studies, seminars, and discussions to foster a dynamic learning environment. Note on Student Engagement: Active participation is not only encouraged but considered an integral part of the learning experience. Students are expected to come prepared for each class, ready to engage in discussions, and contribute their perspectives on the subject matter. This engagement will be taken into account when determining final grades and could positively impact your performance in the course. Study Materials: All study materials provided by the teacher will be available to students in the Information System (IS) and on Microsoft Teams.

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