International marketing and PR 2104-M-D2MMIPR-MPH
- https://kampus.come.uw.edu.pl
- https://kampus.come.uw.edu.pl/course/view.php?id=6106 (term 2023L)
- https://kampus.come.uw.edu.pl/course/view.php?id=6106 (term 2024L)
1. discussion of classes and rules of participation. Introducing the term marketing, introducing the term marketing-mix (marketing composition). Model 4P. Extended marketing mix (4P+2P, 7P). Alternative concept of Philip Kotler's marketing mix - 4C. Segmentation and placement in international conditions.
Product in international marketing. What is a product. Product life cycle. International product life cycle. Product strategies in international markets. Country of origin effect.
Brand in international markets. Brand - definition, functions and principles of creation. Brand strategies on international markets. Advantages and disadvantages of a global brand. Advantages and disadvantages of a local brand
4. distribution on international markets. The essence of distribution, types of distribution, traditional vs. integrated distribution. Internationalisation of distribution channels.
5.Price formation in the international conditions; Price as a marketing instrument; Basics of pricing in international marketing: unification or differentiation; Grey marketing; Transfer prices.
6.Public relations vs. marketing. CSR vs. PR. Genesis and evolution of PR.
7.Public Relations - goals, functions and models.Public Relations - introduction to the issue; PR definitions; Essence and functions of PR, evolution of PR.
8.Public Relations - selected instruments.Corporate Design, Media Relations, Publicity, Sponsoring, CRM
9.Image in PR.Image, identity and reputation in PR; methods of building the organization's image; state image - national branding. Polish Brand. Attempts to create a Polish brand. The works of Wali Olins for the Polish Brand. Symbols used to promote Poland. Institutions involved in the promotion of Poland.
10.Crisis situations and ways of managing them. Concept of crisis in the organization. Types of crisis situations. Reactions to crisis situations. Communicating in crisis situations.
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Term 2023L:
Description in the general part. |
Term 2024L:
Description in the general part. |
Type of course
Prerequisites (description)
Course coordinators
Mode
Term 2023L: Remote learning | General: Self-reading Blended learning | Term 2024L: Remote learning |
Learning outcomes
The student knows the basic concepts of international marketing and public relations.
The student understands the importance of marketing in the functioning of international enterprises
Social competences - the student understands the social and ethical context of international companies' activities
S3_W01, S3_W03, S3_W06, S3_W07, S3_U02, S3_U04, S3_U05, S3_U06, S3_K01, S3_K02
Assessment criteria
The project - performing tasks during the classes.
A detailed description of the assessment methods and criteria:
Only students who appear 8 times can be evaluated.
Evaluation consists of
Activity during classes max 20 points
Final project (last class presentation) max 80 points.
Gradings:
55% and above - mark 3
65% and above - mark 3.5
75% and above - mark 4
85% and above - mark 4.5
90% and above - mark 5
Practical placement
does not concern
Bibliography
F.P.Seitel, Public Relations w praktyce, Felberg SJA, Warszawa 2003
M. Ryniejska-Kiełdanowicz, Public relations Polski w okresie kandydowania do Unii Europejskiej, Wrocław 2007
W. Olins, Wally Olins o Marce, Instytut Marki Polskiej , Warszawa 2004
S. Anholt, Sprawiedliwość marek, Instytut Marki Polskiej, Warszawa 2006
A. Murdoch, Komunikowanie w kryzysie. Jak ratować wizerunek firmy, Poltext, Warszawa 2003
P. Kotler, H. Kartajaya, I. Setiawan, Marketing 3.0., MT Biznes, 2010.
Marketing międzynarodowy. Współczesne trendy i praktyka, red. K. Fonfara, Warszawa 2014
Marketing międzynarodowy. Uwarunkowania, instrumenty, tendencje, red. nauk. E. Duliniec, Warszawa 2007.
Zarządzanie silną marką, red. K.M. Witek Hajduk, Wolters Kluwer Polska SA, 2011.
Additional literature:
International Marketing 2nd Edition (2018), by Daniel W. Baack, Barbara Czarnecka, Donald E. Baack.
International Marketing (2019), Philip Cateora, John Graham, et al.
Aleksandra Hauke-Lopes; Milena Ratajczak-Mrozek; et al (2018), MARKETING MIĘDZYNARODOWY – WYZWANIA DLA PRZEDSIĘBIORSTW. Studia przypadków i zadania;Uniwersytet Ekonomiczny w Poznaniu, Poznań.
International Public Relations and Public Diplomacy: Communication and Engagement (2014):Guy J. Golan , Sung-Un Yang, Dennis F. Kinsey (eds.).
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Term 2023L:
Description in the general part. |
Term 2024L:
Description in the general part. |
Notes
|
Term 2023L:
https://kampus.come.uw.edu.pl/course/view.php?id=6106 |
Term 2024L:
https://kampus.come.uw.edu.pl/course/view.php?id=6106 |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: