NA_MMIT Marketing Management of the International Trade

Vysoká škola finanční a správní
léto 2017
Rozsah
2/0/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Ing. Jiří Šnajdar (cvičící)
Garance
Ing. Jiří Šnajdar
Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
NA_MMIT/pMCPH: Po 15:45–16:29 S23, Po 16:30–17:15 S23, J. Šnajdar
Předpoklady
There are no prerequisites for this course
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
This course will introduce students to the problems, methodologies, techniques and practical application of marketing with an emphasis on specific foreign trade influenced by the cultural aspects of each country. During the course, students gain the following qualifications: formulate and interpret the strategic vision of international trade in the medium term, which will be responsible for specific business sectors. Analyze and characterize the cultural aspects of personal and marketing communications within the cultural differences between countries and religions. Derive strategic, tactical and operational objectives for the expansion of the company on a specific foreign market. Aims to develop business and marketing strategies. Identify risks that could threaten the strategy, design tools for their management, arguing the steps necessary for the management of receivables. At the end of the course students should be able to understand and explain an international trade aspects, forces and issues related to conducting business abroad. Students should be also able to understand strategic marketing activities and HR-related activities needed for managing international business operations.
Osnova
  • Curriculum is divided into sub-headings, which are mutually linked thematically or practically. They are:
  • 1. The role of marketing and foreign trade structure of the company, their mutual relations. Current developments in international trade in goods and services. Typology of the second world markets, world trade center, the foreign trade policy.
  • 3. Cultural aspects of personal communications in the EU countries in third world countries.
  • 4. Concept of International Marketing - cultural aspects of the marketing mix (product, price).
  • 5. Logistics operations in international markets. Eurostat, Incoterms.
  • 6. Integrated marketing communication and its specifics in foreign markets.
  • 7. Forms of business in international markets, international business operations.
  • 8. Stages of Preparation foreign trade operations, payment terms.
  • 9. The risks of foreign trade and management, specifics debt management, insurance risk.
  • 10. Management of human resources in foreign markets.
  • 11. The Czech business support in the European context. Export Strategy 2012 - 2020.
  • 12. Business of Small and Medium Enterprises in international markets and business opportunities.
Literatura
    doporučená literatura
  • Branch, Alan E. (Alan Edward), Global supply chain management and international logistics /Alan E. Branch, Routledge (December 21, 2008), 192 pages, ISBN: 978-0-415-39845-9
  • Bartlett, Christopher A., Transnational management : text, cases, and readings in cross-border management /Christopher A.Bartlett, Paul W. Beamish, McGraw-Hill Education; 7 edition (March 6, 2013), 752 pages, ISBN-13: 978-0078029394
  • Woods, Margaret, International business :[an introduction] /Margaret Woods ; [foreword by Geert Hofstede], Basingstoke, Palgrave, 2001 , 304 pages , ISBN: 0-333-75979-6
  • Havlícek, Karel, Small Business Management & Controlling /Karel Havlícek, 2014, Vysoká škola finanční a správní, 2014, 177 pages, ISBN: 978-966-388-494-3
  • Kotler, Philip, Principles of marketing :global edition /Philip Kotler, Gary Armstrong, Pearson, 720 pages, 21 Mar 2013, ISBN: 978-0-273-78699-3
  • Svetlik, Ivan Human resources management practices in the organisations of the future /Ivan Svetlik, Eleni Stavrou-Costea, Aleksandra Kajuo Mrcela et al., Aleš Čeněk, s.r.o., 2011, 233 pages ISBN: 978-80-7380-326-1
  • Shimp, Terence A. Advertising, promotion, and other aspects of integrated marketing communications /Terence A. Shimp, J. Craig Andrews, Published by Cengage Learning, ©2013, 752 pages, ISBN: 978-1-133-19142-1
  • Lewis, Richard D. (Richard Donald), When cultures collide : leading across cultures /Richard D. Lewis, Nicholas Brealey Publishing; 3 edition (September 29, 2005), 599 pages, ISBN-13: 978-1904838029
  • Rushton, Alan The handbook of logistics & distribution management /Alan Rushton, Phil Croucher, Peter Baker, Kogan Page Ltd., 664 Pages, 2010 , ISBN: 978-0-7494-5714-3
  • GRIFFIN, Ricky W a Michael W PUSTAY. International business. 6th ed. Upper Saddle River, NJ: Prentice Hall, c2010, xxiv, 630 p. ISBN 978-013-7153-732.
  • Hofstede, Gert Jan, Cultures and organizations :software of the mind : intertcultural cooperation and its importance for survival /Geert Hofstede, Gert Jan Hofstede, Michael Minkov, McGraw-Hill Education; 3 edition (May 24, 2010), 576 pages, ISBN-13: 97
  • Mooij, Marieke de, Consumer behavior and culture :consequences for global marketing and advertising /Marieke de Mooij, , SAGE Publications, Inc; 2nd ed. edition (September 29, 2010), 424 pages, ISBN: 9781412979900
  • Mooij, Marieke de, Global marketing and advertising :understanding cultural paradoxes /Marieke de Mooij, SAGE Publications, Inc; 4 edition (September 11, 2013), 416 pages, ISBN: 978-1-4522-5717-4
  • Online consumer behavior : Online consumer behavior :theory and research in social media, advertising, and e-tail /edited by Angeline G. Close., Routledge (April 25, 2012), 400 pages, ISBN: 978-18487296
  • PRIDE, William M a O FERRELL. Marketing. 16th ed., 2012 ed. Mason, OH: South-Western, Cengage Learning, c2012, 1 v. (various pagings). ISBN 11-115-2619-2.
  • Grath, Anders, The handbook of international trade and finance :the complete guide to risk management, international payments and currency management, bonds and guarantees, credit insurance and trade finance /Anders Grath, Kogan Page; 3 edition (Decemb
Výukové metody
Teaching full-time study consists of lectures: 12 hours. Examples, tutorials and case studies should encourage their own evaluation of the situation on foreign markets, our own research and its presentation, the transfer of personal experience and knowledge to other students. In the combined studies are taught in the form of managed group consultations over the study supports. The teaching will be complemented theory with practical examples on which the listener an idea of the role of marketing and foreign trade management. Participation will require some degree of preparedness of students following the curriculum of concentration to allow informed debate on the topics discussed.
Metody hodnocení
The course is finished. Lecturers can enter the project work scope according to your own specifications - eg. Project company's entry into foreign markets. The project should be directed to the input of specific company in specific international markets including the specification of cultural differences. 1. Setting goals 2. Analysis of the project environment for entry to selected third market entry strategies selected market (according to the marketing mix - product, price, communication, distribution, according to the form input) input 4. Risks and their management. The exam will be oral or written test - questions will be based on key words in the various topics and their links to practical application.
Vyučovací jazyk
Angličtina
Informace učitele
Minimum mandatory attendance at full-time teaching is 75% of the lectures, in combination with another 50%. Students who fail to meet the mandatory scope of participation may be awarded during the term of additional study obligations - work for the absence (at a rate that will allow the student to demonstrate knowledge of the issues and the acquisition of competencies necessary for successful completion of a course). Further Comments The course can also be completed outside the examination period. Prerequisites are the subject of Macroeconomics, Integrated Marketing Communications and Marketing in social networks.

Pre-requisites:Basic knowledge of macro-economic factors that affect the trade balance, a business cycle phases of the economic cycle functioning of the Czech Republic in the European market and the concept of economic power of Third World countries. The course builds on the knowledge gained by studying macroeconomics, Integrated Marketing Communications and Marketing in social networks.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2011, zima 2012, zima 2013, léto 2018, léto 2019, léto 2020, léto 2021, léto 2022.