International Marketing 2600-DSMdz/w3zkMM
The aim of the course is to familiarize students with the key issues of international marketing and the functioning of companies in foreign markets. The course covers the internationalization of business activities, analysis of the international environment, foreign market entry strategies, and the adaptation of marketing mix instruments to the specificity of different markets and cultural conditions. Students will learn the basic concepts, tools, and strategies used by companies operating in international markets, as well as the role of marketing in building competitive advantage under globalization conditions.
The thematic scope includes the following blocks of topics:
The Essence of International Marketing
• The concept and specificity of international marketing
• Internationalization and globalization of business activities
• The role of marketing in international business activities
• Determinants of the development of international marketing
The International Marketing Environment
• Analysis of the international macroenvironment
• Economic, political, legal, technological, and cultural factors
• Risk analysis of operations in foreign markets
• Cultural diversity and its impact on marketing activities
Foreign Market Entry Strategies
• Exporting, licensing, franchising
• Joint ventures and foreign direct investment
• Criteria for selecting foreign markets
• Business internationalization strategies
Marketing Strategies in International Markets
• International market segmentation
• Target market selection and positioning
• Standardization and adaptation of marketing activities
• Building competitive advantage in international markets
Marketing Mix in International Business Activities
• Product in the international market
• Pricing strategies in foreign markets
• International distribution channels
• Marketing communication in international markets
• Global and local brands
Student Workload
• Organized classes (seminar/tutorial classes): 15 hours
• Student’s independent work: 25–35 hours (case study analysis, class preparation, literature study, project and test preparation)
• Assessment method: group project and written test – 10 hours
• Total number of hours: 50–60 hours
Type of course
Mode
Learning outcomes
S2_W02
Student understands the principles of enterprise operations in international markets, including internationalization strategies and the role of marketing in building competitive advantage.
S2_W05
Student understands the impact of economic, political, legal, technological, and cultural factors on business activities in foreign markets.
S2_U02
Student is able to interpret the impact of the international environment and foreign market risks on corporate marketing decisions.
S2_U05
Student is able to prepare analyses and presentations concerning foreign markets and marketing strategies of internationally operating companies.
S2_U06
Student is able to plan and organize individual and team work while carrying out international marketing projects.
S2_K02
Student recognizes the importance of scientific knowledge and expert analyses in making marketing decisions in international markets.
S2_K05
Student understands the importance of ethical standards and social responsibility in marketing activities on international markets.
Assessment criteria
Methods:
Knowledge assessment: written test
Skills assessment: completion of group tasks
Social competencies assessment: observation during classes
• Activity in discussions and debates.
• Ability to listen to others and respond to their opinions.
• The way arguments are formulated and the ability to persuade others.
Assessment of teamwork
• Completion of group tasks and cooperation with others.
• Involvement in the division of responsibilities.
• Ability to resolve conflicts within the group.
Criteria
Assessment Methods and Criteria
The final course grade includes the assessment of the student’s knowledge, skills, and social competencies.
Assessment methods:
Knowledge assessment is conducted through a written examination consisting of closed-ended questions. The final test verifies knowledge of the basic concepts, theories, and tools of marketing management.
Skills assessment is carried out through group tasks involving the analysis of a selected problem in the field of international marketing and the preparation of recommendations concerning the organization’s marketing activities in the international market.
Social competencies are assessed on the basis of class activity, participation in discussions, teamwork, argumentation skills, and involvement in project implementation.
Assessment criteria:
In the case of the test, the assessment is based on substantive correctness, completeness of answers, and the ability to apply terminology related to marketing management.
In the case of group tasks, the following are assessed: consistency of the work with the topic, correctness of the market, customer, demand, and competition analysis, appropriateness of the analytical tools used, quality of conclusions, and the practical value of the proposed recommendations.
The organization of teamwork is also assessed, including task distribution, timeliness, the involvement of individual group members, and the effectiveness of cooperation.
With regard to social competencies, the following are assessed: activity during classes, discussion culture, openness to the opinions of others, responsibility for assigned tasks, and adherence to ethical principles in academic and teamwork settings.
Verification of social competencies:
• Engagement – active participation in classes and projects.
• Communication – ability to express thoughts clearly and engage in active listening.
• Cooperation – effectiveness in teamwork and openness to others.
• Coping with difficult situations – e.g., conflict resolution.
• Ethics and responsibility – reliability and respect toward others.
Bibliography
Basic Literature
• Duliniec E., Marketing międzynarodowy, Polskie Wydawnictwo Ekonomiczne, Warszawa 2009.
• Hollensen S., Global Marketing, 8th edition, Pearson Education, Harlow 2020.
Supplementary Literature
• Cateora P. R., Gilly M. C., Graham J. L., International Marketing, 18th edition, McGraw-Hill Education, New York 2020.
• Wiktor J. W., Oczkowska R., Żbikowska A., Marketing międzynarodowy. Zarys problematyki, Polskie Wydawnictwo Ekonomiczne, Warszawa 2017.
• Keegan W. J., Green M. C., Global Marketing, 10th edition, Pearson Education, Harlow 2020.