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Summer Semester 2023/24
International marketing ZNU02255
Course content:
1. The definition of international marketing – theories of internationalization.
2. International marketing environment – -socio-cultural and economic context.
3. Market entry strategies.
4. Sources of information about international markets.
5. International product management
- product adaption and standardization in international markets,
- product lifecycle,
- new product development,
- branding strategies.
6. International pricing strategy.
7. Factors affecting international distribution.
8. International communication. The influence of cultural factors on promotion strategy.
Learning outcomes: knowledge about international marketing strategy,
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Term 2023L:
None |
(in Polish) E-learning
Term 2023L: (in Polish) Nie | Term 2020L: (in Polish) Tak |
(in Polish) Rodzaj przedmiotu
Course coordinators
Term 2011L: | Term 2010L: | Term 2013L: | Term 2009L: | Term 2023L: | Term 2017L: | Term 2016L: | Term 2019L: | Term 2020L: | Term 2018L: | Term 2015L: | Term 2014L: |
Learning outcomes
EK1, EK2, EK3
Assessment criteria
Teaching methods:lectures, discussion, case studies and group working.
Bibliography
a) basic references:
1. Kiefer Lee, Steve Carter, Global marketing management, Oxford University Press, UK, 2005.
2. Kans Kasper, Piet van Helsdingen, Mark Gabbott, Services marketing management; an international perspective, Chichester, Wiley, 2006.
3. Stanley J. Paliwoda, The essence of international marketing, New York, Prentice-Hall, 1994.
b) supplementary references:
1. Harper W. Boyd, Orville C. Walker, jr., Jean-Clode Larreche, Marketing management: a strategic approach with a global orientation, Chicago, Irwin R.D., 1995.
2. Vern Terpstra, Ravi Sarathy, International marketing, Fort Worth, Dryden Press, 1994
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Term 2023L:
None |
Notes
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Term 2023L:
None |