International Marketing 2600-DSMz3zkMM
1. Motives and Phases of Internationalization
• International marketing and marketing activities of a company
• Identification of motives (proactive and reactive
• The E-P-R-G model
2. Marketing Strategies in International Markets
• Identification of framework strategies in the international setting
• Characteristics of particular types of strategies, indicating their advantages and disadvantages and discussing examples
3. Building Competitive Advantage in the International Setting
• Sources of competitive advantage in the international setting
• Competitive advantage of a nation (role of a country's image, country of origin effect, concept of a national brand - the case of Poland)
• Choice of foreign markets for our products
4. Standardization Vs. Adaptation of Marketing Activities in the International Setting
• Defining the level of standardization of marketing activities on foreign markets
• Target market selection strategies and positioning
• Basic brand decisions
• Models of foreign investors' behavior towards local brands
5. Decisions Related to Shaping Marketing Mix Instruments
• Product policy (relocation vs. innovation)
• Distribution policy and gray market risk
• Pricing policy (key determinants, standardize or adapt)
• 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
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
Bibliography
Duliniec, E. (2009) Marketing międzynarodowy, PWE, Warszawa
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: