International Marketing 2600-DSMdz/w3zkMM
1. Motives and Phases of Internationalization
a. International marketing and marketing activities of a company
b. Identification of motives (proactive and reactive
c. The E-P-R-G model
2. Marketing Strategies in International Markets
a. Identification of framework strategies in the international setting
b. Characteristics of particular types of strategies, indicating their advantages and disadvantages and discussing examples
3. Building Competitive Advantage in the International Setting
a. Sources of competitive advantage in the international setting
b. Competitive advantage of a nation (role of a country's image, country of origin effect, concept of a national brand - the case of Poland)
c. Choice of foreign markets for our products
4. Standardization Vs. Adaptation of Marketing Activities in the International Setting
a. Defining the level of standardization of marketing activities on foreign markets
b. Target market selection strategies and positioning
c. Basic brand decisions
d. Models of foreign investors' behavior towards local brands
5. Decisions Related to Shaping Marketing Mix Instruments
a. Product policy (relocation vs. innovation)
b. Distribution policy and gray market risk
c. Pricing policy (key determinants, standardize or adapt)
d. Marketing communication in a diverse cultural environment using selected examples
Type of course
Mode
Learning outcomes
In terms of knowledge:
- Knows and understands the peculiarities, principles, procedures and practices of the corporation's operations, its key functions (operational, marketing, financial, personnel management) and its relations with the environment. (S2_W02)
- Knows and understands technological, social, political, legal, economic and environmental processes and phenomena and their impact on the operation of the corporation.(S2_W05)
In terms of skills:
- Can correctly interpret technological, social, political, legal, economic, ecological processes and phenomena and their impact on the functioning of corporations, using an appropriate selection of sources. (S2_U02)
- Can plan, organize own and team work. (S2_U05)
- Has the ability to self-educate and improve acquired skills (K_U06) (S2_U06)
In terms of attitudes:
- Is ready to think and act in an entrepreneurial manner (S2_K02)
- Is ready to observe ethical standards related to marketing activities (S2_K03)
Assessment criteria
In written form - a test solved in the classroom, covering the content taught during the meetings; consisting of both closed and open questions, including tasks (100% of the final grade).
Bibliography
Obligatory:
Duliniec, E. (2009) Marketing międzynarodowy, PWE, Warszawa
Additional:
Fonfara, K. (2014) Marketing międzynarodowy. Współczesne trendy i praktyka, PWN, Warszawa
Hollensen, S. (2007) Global Marketing, Prentice Hall, Europe
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: