VSFS:N_GM Global Marketing - Course Information
N_GM Global Marketing
University of Finance and AdministrationWinter 2022
- Extent and Intensity
- 2/1/0. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Aleš Hes, CSc. (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: Ivana Plačková - Timetable of Seminar Groups
- N_GM/cMPH: each odd Thursday 12:15–12:59 S14, each odd Thursday 13:00–13:45 S14, A. Hes
N_GM/pMPH: each odd Thursday 8:45–9:29 S14, each odd Thursday 9:30–10:15 S14, each odd Thursday 10:30–11:14 S14, each odd Thursday 11:15–12:00 S14, 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
- 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.
- CIVÍN, Lubomír. Jak porozumět globální ekonomice?: předmět a metody zkoumání globální ekonomiky. Velké Přílepy: Olympia, 2018. ISBN 978-80-7376-498-2.
- • 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
- • FREY, P.: Marketingová komunikace – to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
- LUKOSZOVÁ, Xenie a Ondrej STOPKA. Logistická centra na globálním trhu. Jesenice: Ekopress, 2019. ISBN 978-80-87865-51-4.
- PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
- SATO, Alexej. Mezinárodní obchodní operace. Praha: Oeconomica, Nakladatelství VŠE, 2021. ISBN 978-80-245-2416-0.
- recommended literature
- SEDLÁČEK, Petr. Mezinárodní měnový systém a globální finanční krize. [Průhonice]: Professional Publishing, 2018. ISBN 978-80-88260-18-9.
- • JAKUBÍKOVÁ, D.: Strategický marketing – strategie a trendy. Praha: Grada Publishing, 2008. ISBN- 978-80-247-2690, kapitola 3., str. 57-74
- 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.
- • HALLIN, D. C., MANCINI, P.: Systémy médií v postmoderním světě. Praha: Portál, 2008, ISBN: 978-80-7367-377-2, str. 275-316
- • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
- • GIBSON, R. editor: Nový obraz budoucnosti. Praha: Management Press, 2007. 80-7261-036-8, kapitola Kotler, P.: Mapování budoucího trhu
- 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
- 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.
- Enrolment Statistics (Winter 2022, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2022/N_GM