1. SylabUZ
2. Wydział Ekonomii i Zarządzania
3. semestr zimowy 2023/2024
4. Ekonomia - drugiego stopnia z tyt. magistra
5. International marketing

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International marketing - opis przedmiotu

Cel przedmiotu

Transfer of in-depth knowledge in the field of international marketing. Presentation of terminology used in international marketing and its definition, explanation of possible marketing orientations on foreign markets, discussion of the essence of marketing research on the international market and research tools used in this type of research, description 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, shaping the ability to prepare a description and assessment of the environment of a selected company on foreign markets. Developing practical skills in selecting appropriate market strategies for selected types of products. Developing the ability to work in a group and assume different roles in it. Developing teamwork competences through group tasks.

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. Alterglobalism and global-local marketing. Euromarketing. 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 and factors determining them. The environment of the company operating on the global market (demographic, economic and market, socio-cultural, political, legal and administrative, technological, natural). Methods of analyzing the international environment. Marketing mix on the international market. Organization and control of marketing activities on foreign markets.

Exercises: Marketing mix strategy on foreign markets. Importance of marketing research on foreign markets. Strategies of enterprises entering the foreign market. Problems of organizing international marketing in a company. Perspectives and directions of development of enterprises on the international market.

Metody kształcenia

Lecture: conventional and problem lecture, demonstration.

Exercises: group discussions, brainstorming, individual work, group work, case studies, literature studies, text work.

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

Lecture: written test, which will include material from lectures (K_W01; K_W10; K_U01; K_U02; K_U11; K_K05; K_K02) and exercises.

Assessment will be in the form of open questions. The condition for receiving a credit is to obtain min. 51% of correct answers.

Deadline: according to the study schedule

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)

Exercises: the grade will consist of the colloquium grade (K_U04; K_U04; K_U10).

Deadline for passing the colloquium: according to the schedule of studies.

The condition for obtaining credit for the colloquium is to obtain min. 51%.

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)

The grade for the course consists of the grade for the exercises (50%) and the written part of the lecture (50%). The condition for passing the course is positive grades from the exercises and the written part of the lecture.

Literatura podstawowa

1. Jansson H., International business strategy in complex markets, Cheltenham, UK; Northampton, MA, USA : Edward Elgar Publishing 2020.
2. Sagan M., Management in international business, Warsaw School of Economics, Warsaw 2015.
3. Smyczek S., Matysiewicz J., Modern marketing for profit and non-profit organizations : international perspective, Publisher of the University of Economics, Katowice 2013.

 

Literatura uzupełniająca

1. Annals of Marketing Management & Economics : international journal, Warsaw University of Life Sciences - SGGW, http://amme.wne.sggw.pl/publikacje/.
2. Mazur B., Introduction to international busines : a cultural approach to management, University of Finance and Management in Białystok, Białystok 2006.
3. Journals and textbooks available at the UZ University Library (databases in alphabetical order) http://www.bu.uz.zgora.pl/

 

Uwagi

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Zmodyfikowane przez dr inż. Mariola Michałowska (ostatnia modyfikacja: 28-05-2023 07:47)