1. SylabUZ
2. Wydział Ekonomii i Zarządzania
3. semestr zimowy 2023/2024
4. Zarządzanie - drugiego stopnia z tyt. magistra
5. Marketing strategies on the international market

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Marketing strategies on the international market - opis przedmiotu

Cel przedmiotu

Providing in-depth knowledge of creating marketing strategies on the international market. Presentation of the terminology used in international marketing and its definition, explanation of possible marketing orientations on foreign markets, identification of factors affecting the choice of products by consumers on the international market, presentation and discussion of data sources used in making marketing decisions on foreign markets, obtaining the necessary knowledge to prepare a description and assessment of the environment of a selected company on foreign markets, as well as the development of a marketing strategy for it, presentation and discussion of factors determining the effective implementation of a marketing strategy on international markets.

Wymagania wstępne

Zapisz zmiany

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Zakres tematyczny

Lecture: Domestic and international marketing, global marketing. International orientations of enterprises. Main problems of international marketing. The problem of standardization and adaptation of activities in the marketing strategy. Consumer behavior on foreign markets and strategy design on international markets. Marketing research of foreign markets. The process of formulating a marketing strategy for the international market. Forms of expansion into foreign markets. Environment of a company operating on the global market and methods of its analysis. International product strategy. Strategies and systems of distribution and logistics on international and global markets. Pricing policy. Promotion on international markets - international and global communication strategies. Strategies of enterprises entering international markets. Organization and control of marketing activities on foreign markets.

Project: distinguishing the company's orientation on international markets, analyzing consumer behavior on foreign markets, classifying marketing research, designing a marketing research, dividing the market into segments according to appropriately selected criteria, preparing a description and analyzing the environment of a selected company on international markets, analyzing forms of entering markets and identifying factors determining them, developing a marketing strategy for a given company.

Metody kształcenia

Lecture: conventional lecture, problem lecture, discussion.

Project: group discussions, brainstorming, ideas exchange, individual work, group work, project method, case studies, classical problem method, literature studies, work with text, work with a book.

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

Lecture: written exam (K_W01; K_W05), which will cover material from lectures and exercises. The exam will be in the form of open and closed questions. The condition for receiving a credit is to obtain min. 51% from the exam. Date of the exam: according to the schedule of studies in the session.

Ratings (scoring):

51%- 60% - sufficient (3.0)

61%-70% - sufficient plus (3.5)

71%-80% - good (4.0)

81%-85% - good plus (4.5)

86%-100% - very beaver (5.0)

Project: the grade will consist of: a project on creating a marketing strategy for a given company (K_U01; K_K08; K_K07; K_U05) and tasks for individual and group solution (K_K07; K_U05).

The grade for the course consists of the grade for the project (50%) and the exam (50%). The condition for passing the course is positive grades from the project and the exam.

Literatura podstawowa

1. Mazur B., Introduction to international busines: a cultural approach to management, University of Finance and Management in Białystok, Białystok 2006.
2. Pilarczyk B., Marketing, communications, strategies, Wydawnictwo Akademii Ekonomicznej, Poznań 2008.
3. Sagan M., Management in international business, Warsaw School of Economics, Warsaw 2015.

Literatura uzupełniająca

1. Journals and textbooks available at the UZ University Library (databases in alphabetical order) http://www.bu.uz.zgora.pl/
2. Smyczek S., Matysiewicz J. (eds.) Modern marketing for profit and non-profit organizations: international perspective, Publisher of the University of Economics, Katowice 2013.

Uwagi

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Zmodyfikowane przez dr inż. Mariola Michałowska (ostatnia modyfikacja: 28-05-2023 12:11)