Objective: 
The course International Marketing 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 home and internationally

Assessment: 
Written/oral examination: Group Case Reports 30%, final examination ( 50% ), class attendance ( 20% )

Contents: 
The international environment of enterprises. The perspectives of the international markets development. Cultures and new consumer challenges The international market research. The opportunities to use the secondary data – the sources of international information. The segmentation process and the segmentation of international market. The international product policy. The pricing policy within the international marketing The strategies of distribution in the international marketing. The promotion in the international marketing. The marketing planning,. The methods of strategic analysis for the needs of international marketing. The competition strategies on the international market.

Recommended reading: 

• P. R. Cateora, International Marketing, Irwin Chicago.. (latest ed)
• S.Hollensen, Global Marketing Prentice Hall London
• J. C. Usunier, Marketing Across Cultures 3rd. ed., Prentice Hall, London 2000