International marketing

ECTS: 3

DURATION

5 h lecture + 5 h individual student work

COURSE OBJECTIVES

• Knowledge about specific character of international market;
• Knowledge about the main strategies of Marketing Mix elements;
• Consciousness of the differences between world customers.

COURSE CONTENT

• Globalisation and its influence on the perception of Marketing;
• Product strategies – standardization or adaption;
• Product life cycle on the international market;
• Branding in the international environment;
• The methods of coming in to the international market;
• Price strategies;
• Promotion strategies;
• Instruments of promotion;
• Business culture;
• Levels of communication and their meaning for the marketing.