International Prognostics 4.17.E.518
FIRST PART – objectif: the marketing process and basic concepts exploration, development of the skills in the marketing function management
1. Marketing process and its determinants
1.1. Diagnostic of market situation and perspectives
1.2. Planing marketing offer on strategic, tactical and operations levels
1.3. Organization of marketing function
1.4. Realization’s challenges in marketing plans implementation
1.5. Marketing function control – scope and tools
SECOND PART – objectif: make the students understand the international environment of business activities from marketing point of view with the special focus on final and institutional consumer markets specificities
2. International environment of marketing activities
2.1. International market structures
2.2. Trends in international markets
2.3. Final consumer behaviors and its determinants
2.4. Institutional consumer behaviors and its determinants
2.5. International suppliers and institutions supporting the marketing / commercial activity
THIRD PART – objectif: explore with students various strategic options for international activity of the companies in the marketing domain
3. International strategies in marketing domain
3.2. Strategies of internationalization of the companies
3.3. Strategies of international marketing activity
Course coordinators
Learning outcomes
After completing the course students:
- know the basic concepts of marketing as a process and as a companies' function
- are aware of the complexity of the international marketing challenges
- know the basic concepts of the marketing management, including its rules, market environment diagnosis process, marketing planning, marketing tools choosing and implementation, organization and control of marketing process in the companies and institutions.
- understand how important is to adjust marketing offer to the actual and future clients' requirements and to the international clients' features
- knows the examples of the efficient international marketing strategies including those of entry modes as well as those of internationalised marketing activity leading.
Assessment criteria
In aim to complete the course it is necessary to:
- Attend the lectures
- Prepare and present own work results (presentations for groups of > 6 persons, essays for smaller groups) - the subjects are providing in the information on the academic year work (60% of the final note)
- Pass the exam (40% of the final note).
The exam is going to take place during the last meeting of the course and it will last around 1 hour. It is going to be written exam that consists of 3 open questions requiring descriptive answers.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: