GLOBAL
MARKETING - THE EASTERN EUROPEAN CONTEXT
Content:
The
purpose of this course is to show how global marketing operations carried out
by MNEs influence international business. Special
attention is given to the analysis of business environment (cultural,
political, legal, economic and institutional) in both Western and Eastern
countries. Second half of the course provides participants with practical
information on doing business in
Outline:
1. Marketing Principles - Overview (2 Sessions)
Marketing vs. Selling
Business Planning
Marketing Research
Segmentation, Targeting, Positioning
The Strategy of Marketing mix
BCG Matrix and SWOT Analysis
Video Case: Madamme
Tussaud's
Video Case: Marketing in the Real World
2.
Introduction to Global Marketing (4 Sessions)
Introduction
Why
Companies Engage in Global Marketing
Case
Studies: Euro Disney
Reasons
for Recent Global Marketing Growth
Modes of Global Marketing
Merchandise
Exports and Imports
Service
Exports and Imports
International
Investments
Other
Operational Definitions
External Influences on Global marketing
Understanding
a Company’s Physical and Societal Environments
The
Competitive Environment
Patterns of International Expantions
3.
Comparative Environmental Frameworks (4 Sessions)
The Cultural Environments
The Concept of Culture. The Nation as a
Definition of a Society.
Behavioral
Practices Affecting Marketing Strategies
Reconciliation
of International Differences
The Political and Legal Environments -
Case Studies: Bata
The
Political Systems and Its Functions
Basic
Political Ideologies
The
Impact of the Political System on Global Marketing decisions
The
Impact of Laws on Business
The
Key Legal Issues in Global Marketing
The Economic Environment - Case Studies: McDonaldś in
Classifying
Economic Systems
Classifying
Countries
The
Key Macroeconomic Issues
Transformation
to a Market Economy
Adapting to Foreign
Economic Environments
4. Institutional Frameworks ( 5 Sessions)
Governmental Influence on Marketing Decissions
The
Rationale for Governmental Intervention
Forms
of Trade Control
Economic Intergation
and Cooperative Agreements
Integration
within Industrial and Less-Developed Countries
Commodity
Agreements
The
United Nations
Negotiationas
and Diplomacy
Governmental
versus Company Strength
Global
marketing Negotiations at an International Level
Multinational
Agreements
5. Midterm Exam -
Multiple Choice (1 Session)
6.
Doing Business in
Case:
Mc Donald's in
Unfair
Business Practices and Crime in
Transition
Process and Business
Case:
Ford Motors in
Case:
Bata
7.
Doing Business in the
Introduction
to the websites of the
Business
Opportunities in the
Czech
Exports - Website CzechTrade
The
Advertising Market in the
The
Distribution Networks in the
8.
Final Exam - Essay (1 Session)
9.
End Session - Evaluation, Grading (1 Session)
Reading
material:
CESP binder - Case
studies
-
Summary sheets
-
Study questions
-
world wide web
Prerequisites:
BSc level courses in international business and
marketing management.
Instructor:
Ing.
Jaroslav Halík, MBA
Dpt.
of International Business
Phone: 420/224 095 214,231
e-mail: halik@vse.cz
Senior
Lecturer in International Business and International Marketing Management.
Education: MSc - Norwegian School of Management,
Oslo, MBA - Rochester Institute of Technology, New York, PhD - University of
Economics, Prague. Business experience: Marketing Manager - American
International Group, Sales and Marketing Director - Europlakat
International. Consulting and publishing activities in the
area of international business and marketing management in Central and Eastern
European countries.
How
to obtain credits:
Participation 20%
Midterm 40%
Final 40%
Grading:
Grading
scale:
93 - 100% A (Excellent)85 - 92% B (Very Good)77 - 84% C (Average)69 - 76% D (Below Average)61 - 68% E (Failure)55 - 60% Fx (Fail - possible to retake the exam)54% - less F (Fail)