VSFS:N_GM Global Marketing - Course Information

N_GM Global Marketing

Extent and Intensity

1/2/0. 6 credit(s). Type of Completion: zk (examination).

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: Dita Egertová

Prerequisites

Completed bachelor's studies in communication, economics 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, the student will gain an overview of the latest trends in the theory and practice of marketing communication on a societal, corporate and global scale. Can clarify the origin and development of a higher and modern quality of marketing communication in a global environment, can analyze its practical significance and theoretically justify various forms, strategies and tactics of its deployment in achieving marketing communication and commercial goals of social entities of various orientations - commercial, non-commercial, non-profit and other . He will get information about the concepts and strategies of IMK in the conditions of a global world and a hypercompetitive environment, he will be able to assess the links to global trends of social development in the  commercial and non-commercial sphere, to new global communication phenomena and strategies. He will acquire partial skills in critical analysis of the application of IMC 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
• CIVÍN, Lubomír. Jak porozumět globální ekonomice?: předmět a metody zkoumání globální ekonomiky. Velké Přílepy: Olympia, 2018. ISBN 978-80-7376-498-2.
• • FREY, P.: Marketingová komunikace – to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
• SATO, Alexej. Mezinárodní obchodní operace. Praha: Oeconomica, Nakladatelství VŠE, 2021. ISBN 978-80-245-2416-0.
• PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
• LUKOSZOVÁ, Xenie a Ondrej STOPKA. Logistická centra na globálním trhu. Jesenice: Ekopress, 2019. ISBN 978-80-87865-51-4.
• HES, Aleš a Ladislava KNIHOVÁ. Moderní marketingové trendy. Praha: Vysoká škola finanční a správní, 2023. ISBN 978-80-7408-253-5.
• • 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
• 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.

recommended literature
• • 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.
• MAREŠ, Petr. Kyberkultura, hackeři a digitální revoluce: informace chce být svobodná. Praha: Grada, 2022. ISBN 978-80-271-3358-1.
• • GIBSON, R. editor: Nový obraz budoucnosti. Praha: Management Press, 2007. 80-7261-036-8, kapitola Kotler, P.: Mapování budoucího trhu
• • JAKUBÍKOVÁ, D.: Strategický marketing – strategie a trendy. Praha: Grada Publishing, 2008. ISBN- 978-80-247-2690, kapitola 3., str. 57-74
• 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 face-to-face form of study, the content of all topics is the teacher's theoretical explanation accompanied by examples of marketing communication practice, in the combined form of study, the content of the consultation is an annotated guide to the topic of the subject according to Study Support - with an emphasis on knowledge of literature and self-study - participation in consultations at least 60%. Students of both study forms write a professional marketing study with a critical evaluation of the specific application of the IMK strategy in corporate (global) companies with different focus according to the specification in the assignment of the teaching pedagogue at the first lecture or consultation of the CS. The work must be submitted by December 4th. The student chooses the topic at his own discretion, depending on the course syllabus.

Assessment methods

The course ends with credit and an exam. Credit for the full-time combined form of study is done on the basis of the assigned seminar work, which students enter into IS. The exam is conducted by means of a comprehensive written supplemental test during the exam period. The final grade is composed of all parts: the written examination and the bbeneficial point evaluation of the professional study. In combined form of study dtto. The final grade is composed of partial grades from the written test and the point evaluation.

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.

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