Objective: 

The course Marketing in International Environment introduces students to various issues in contemporary marketing realized in the condition of international competition. Recognize the importance of international marketing and identify the similarities and differences between marketing at domestic market and internationally.

The aim:
Presentation of the basic methods of international expansion of enterprises and ways of its implementation.
Presentation conditions (internal and external) of strategy on international markets.
Introducing to the methods of collection and use of information about the International markets.
Presentation of ways to design marketing mix for international expansion.

Acquired knowledge:
Student has a knowledge of basic form of international expansions.
he student knows the main factors affecting the ability to act on other markets than the national.
Presentation of the methods of collection and use of information on international markets.
The student is able to identify and enumerate the principles shaping the marketing mix for international expansion.

Acquired skills:
The student is able to correctly identify orientations and ways of international expansion and their advantages and disadvantages.
The student is able to indicate the main determinants of the expansion strategy in foreign markets.
The student is able to gather the necessary information to create marketing mix.
The student is able to construct a marketing plan for the expansion of the selected foreign market.

Developed reflection:
The student is able to think in an entrepreneurial and able to adapt to the requirements of other cultures.
The student is able to work in a group.

Assessment: 
The final grade consists of: exam ( 100% ).

Contents: 
1.The process of internationalization – 5 stages;

2. Glocalisation – explanation + examples;

3. Internationalization theories (Uppsala model, Transaction cost analysis, The network model);

4. Micro- and macroenvironment of the firm;

5. D. Ricardo: The law of comparative advantage;

6. The economic environment as a factor of internationalization (GDP versus GNP, PPP – Bic Mac Index)

7. Factors influencing the choice of entry modes;

8. Marketing entry strategies (export models, intermediate modes, hierarchical modes);

9. Marketing mix – a classic concept;

10. Product life cycle;

11. Marketing mix in international markets (product, price, promotion, place).

Recommended reading: 
Global Marketing, S.Hollensen,  Pearson, London,  2014.

Essentials of Global Marketing, S. Hollensen, Pearson, London, 2008.

Marketing Mangement, P.Kotler, K.L. Keller, Pearson, Boston &, 2016.