N_MRZO Marketing Management of International Trade

University of Finance and Administration
Summer 2022
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
RNDr. Aleš Krejčí, CSc. (seminar tutor)
doc. Ing. Naděžda Petrů, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Naděžda Petrů, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kamila Procházková
Timetable of Seminar Groups
N_MRZO/cMMO: each odd Monday 14:00–14:44 M25, each odd Monday 14:45–15:30 M25, A. Krejčí
N_MRZO/cMPH: each odd Wednesday 12:15–12:59 S26, each odd Wednesday 13:00–13:45 S26, A. Krejčí
N_MRZO/pMMO: each odd Monday 10:30–11:14 M25, each odd Monday 11:15–12:00 M25, each odd Monday 12:15–12:59 M25, each odd Monday 13:00–13:45 M25, A. Krejčí
N_MRZO/pMPH: Tue 10:30–11:14 S23, Tue 11:15–12:00 S23, except Tue 26. 4. ; and Tue 12. 4. 12:15–13:45 S24, N. Petrů
N_MRZO/vMPH: Fri 25. 2. 17:30–19:00 S26, 19:15–20:45 S26, Fri 25. 3. 17:30–19:00 S26, 19:15–20:45 S26, Sat 23. 4. 9:00–10:30 ONLINE, 10:45–12:15 ONLINE, N. Petrů
Prerequisites
This subject requires a basic awareness of the importance of international trade, net exports, theoretical fundamentals of the balance of payments, exchange rates that students gained mainly in the subject of macroeconomics.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
International trade and international marketing is mainly affected by the processes of internationalization and globalization of the world economy, the use of modern technologies, the Internet. These processes also open up new business opportunities for small and medium-sized enterprises and at the same time increase global competition. Most companies today are directly (through their own export operations) or indirectly (indirectly) involved in the process of international business. The course introduces students to the basic concepts and modern trends in international trade, international marketing and cultural aspects of individual territories.
Emphasis will be placed on independent individual work of students, on their involvement in teaching, on their active participation in the formation of feedback so that they are able to implement steps to the company's success in expanding to foreign markets during their own practice.
The aim of the course is to introduce students to the issues, methodology, methods and practical application of marketing with emphasis on the specifics of foreign trade influenced by cultural aspects of individual countries.
Learning outcomes
After completing this course, the student will have the following professional knowledge and skills. Will be able to:
formulate and interpret strategic visions of international trade for the medium term, which will belong to a specific business sector. Analyze and characterize the cultural aspects of personal and marketing communication within the cultural differences of individual countries and religions Derive strategic, tactical and operational goals for the company's expansion into a specific foreign market Develop goals into business and marketing strategies. Identify the risks that strategies may threaten, design tools for their management, argue the steps necessary for receivables management. Summarize the tools of the Export Strategy of the Czech Republic 2021-2027, the strategy of The Country for future, the vision of pro-export activities of the state. Characterize the role of CzechTrede, CzechINvest, EGAP, Czech Export Bank, etc. in the pro-export strategy and support of export opportunities for SMEs.
Syllabus
  • The syllabus of the course is divided into sub-areas, which are thematically or practically interconnected. They are: 1. The role of marketing and foreign trade in the structure of the company, their interrelationship. Current developments in international trade in goods and services 2.Typology of world markets, world trade centers, foreign trade policy 3.Cultural aspects of personal communication in EU countries, in third world countries 4.Concept of international marketing - cultural aspects of marketing mix (product, price).
  • 5.Logistic operations on 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. Phases of preparation of foreign trade operations, payment conditions 9.Risks of foreign trade and their management, specifics of receivables management, risk insurance 10.Human resources management in foreign markets 11. Czech business support in the European context. Export strategy 2021-2027 etc.
  • 12. Entrepreneurship of small and medium enterprises in international markets, business opportunities
Literature
    required literature
  • HAVLÍČEK, Karel, BŘEČKOVÁ, Pavla a kol. Řízení exportních rizik malé a střední firmy. 1. Vyd. Praha: Vysoká škola finanční a správní. Edice EUPRESS. 2015. 52 s. ISBN 978-80-7428-113-2.
  • MACHKOVÁ, Hana. Mezinárodní marketing. Strategické trendy a příklady z praxe. 4. Vyd. Praha: Grada Publishing, a.s. 2015. 200 s. ISBN 978-80-247-5366-9
  • ZAPLETALOVÁ, Šárka. Podnikání malých a středních podniků na mezinárodních trzích. 1. Vyd. Praha: Ekopress. 2015. 178 s. ISBN 978-80-87865-15-3.
  • Exportní strategie 2012 – 2020. Ministerstvo průmyslu a obchodu. Vždy aktuální Zpráva
    recommended literature
  • LEHMANNOVÁ, Zuzana a kol. Paradigma kultur. Praha: Aleš Čeněk. 2011. 252 s. ISBN 978-80-738-0297-4.
  • Trade News – Magazín Asociace malých a středních podniků a živnostníků ČR – vždy aktuální čísla.
  • GROS, Ivan a kol. Velká kniha logistiky. 1. vyd. Praha: Vydavatelství VŠCHT. 2016. 512 s. ISBN 978-80-7080-952-5
  • ŽUFAN, Jan, HÁN, Jan a Monika KLÍMOVÁ. Kapitoly z personálního a iterkulturního managementu. 1. vyd. Praha: Wolters Kluwer ČR, 2013. 140 s. ISBN 978-80-7478-328-9.
  • JANATKA, František. Podnikání v globalizovaném světě. Vydání první. Praha: Wolters Kluwer, 2017. 336 s. ISBN 978-80-7552-754-7.
  • EVANGELU, Jaroslava Ester a Zalán GASPARICS. Manažerská komunikace v multikulturním prostředí. 1. vyd. Ostrava: KEY Publishing, s.r.o. 2013. 114 s. ISBN 978-80-7418-199-3.
  • SATO, Alexej, Jaroslav HALÍK a Vít HINČICA. International business operations. Prague: Oeconomica, nakladatelství VŠE, 2017. 167 s. ISBN 978-80-245-2205-0.
  • STEENKAMP, Jan-Benedict. Global brand strategy: world-wise marketing in the age of branding. London : Palgrave Macmillan. 2017. 319 s. ISBN 978-1-349-94994-6.
Teaching methods
Full-time teaching - Lectures will usually include a lecture part (theory, new knowledge, including practical examples) and a practical part (case study).
Exercises will be focused on gaining knowledge through their own judgments, will be based on economic and critical thinking focused on entrepreneurship, entrepreneurship, creativity, creativity, ability to present and communicate, active approach to the world, open access to new forms and tools of marketing, marketing communication. Emphasis will be placed on exact thinking based on verified qualitative and quantitative data, on the ability to work with information, with trendy information and presentation systems. Marketing and management activities related to foreign markets will be presented on a scientific basis as a sequence of interconnected projects and processes.
Teaching in the combined form of study will take place in the form of a guided consultation, where in addition to a condensed presentation of the topic, previous self-study is also assumed to allow for subsequent consultation, exchange of views and experiences on the topic. Teaching in the distance form of study will take place in the form of guided tutorials and personal consultations. Self-study is assumed according to the content and structure of the subject, continuous fulfillment of homework tasks and their insertion into the IS.
Assessment methods
The course is completed in all forms of study (full-time, part-time, distance) with an oral exam. Exam: Elaboration and presentation of a project (can be prepared by a group of 2-3 students) of the company's entry into a foreign market - it can also be a project dealing with import. Scope - see IS, assignment of exam work. .
Students will not be accepted late attendance during the lessons, and if a lesson, tutorial or consultation through Microsoft Teams takes place, it is expected that the camera and microphone will be turned on when the teacher is asked.
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: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021.
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