SYLLABUS
1. COURSE TITLE
2. FACULTY/DEPARTMENT
3. COURSE CODE
4. DEGREE PROGRAMME
FIELD OF STUDY
ECONOMICS
5. COURSE FORMAT
6. YEAR AND SEMESTER
7. NAME OF COORDINATOR
8. NAME OF THE TEACHER
9. COURSE OBJECTIVES
INTERNATIONAL MARKETING
FACULTY OF ECONOMICS
E/I/C-2.5
DEGREE LEVEL
BACHELOR
STUDY MODE
FULL-TIME
TUTORIAL
TOMASZ SURMACZ
TOMASZ SURMACZ
The primary objective of this course is to provide an overview of international marketing operations The
business is becoming increasingly more aware of the international marketplace. we will have a look at
general examples and frameworks of international marketing through the text, lecture, and discussion.
Given the rapid internationalization of business activities, critical understanding of marketing activity at an
international level is a requirement for a general management and a marketing career. This course should (1)
sensitize students to economic, political, and cultural differences among nations as they effect marketing,
(2) introduce students to the international framework of organizations, laws, and practices that affect
marketing and (3) develop students abilities to gather information, draw conclusions and present the
material. At the end of the course, students are expected to:
 understand important concepts of international marketing,
 understand the impact of trade environments and socio-cultural environments on the
international marketing strategy,
 recognize factors affecting international marketing decisions,
 know how companies can succeed in the competitive international arena.
10. PREREQUISITES
Basic knowledge of marketing and international business issues
would be useful
11. LEARNING OUTCOMES
KNOWLEDGE:
Learning outcome symbols
Learning Outcomes
Learning
outcome
symbols for a
given
discipline
W1
Recognize the essence
globalisation processes
W2
Identify interactions between business and social K_W05
organizations and their impact on changes in
economic structures
of
integration
and K_W04
SKILLS:
Learning outcome symbols
Learning Outcomes
Learning
outcome
symbols for a
given
discipline
U1
Prepare speeches in foreign languages concerning
K_U12
socio-economic issues
U2
Design presentations of economic issues with the
K_U13
use of multimedia techniques
U3
Exploit foreign publications to identify economic
phenomena making use of language competences
K_U14
acquired at level B2 of the European Framework
of Reference for Languages
FINAL COURSE OUTPUT - SOCIAL COMPETENCES
Learning outcome symbols
K1
Learning Outcomes
Learning
outcome
symbols for a
given
discipline
Able to work in groups taking on varied roles and
accepting
co-responsibility
for
the K_K01
accomplishment of tasks
Understand the need for continued exploration of
changing business environments
K_K02
K2
12. COURSE ORGANISATION –LEARNING FORMAT AND NUMBER OF HOURS
TUTORIALS 30H
13. COURSE DESCRIPTION
LECTURES:
Content
Number
of hours
TOTAL HOURS
-
TUTORIALS/SEMINARS:
1. Introduction to International Marketing
2
2. International Trade
2
3. Analysis of Global Economic Environment
2
4. Cultural Environment
4
5. Political Environment
1
6. Legal Environment
1
7. Segmentation, Targeting, and Positioning
3
8. Global Marketing Entry Strategies
2
9. Product and Brand Decisions
3
10. Pricing Decisions
2
11. Distribution Channels in International context
2
12. Management of Global Communications
4
13. Organization of Marketing and Sources of Financing
2
TOTAL HOURS
PRESENTATIONS,
CASE STUDIES
15. REQUIREMENTS AND ASSESSMENTS
The credit and final grade awarded at the end
of the course is based on the following criteria:
attendance
and
in-class
participation,
essay/marketing plan and/or final test.
16. GRADING SYSTEM
Learning Outcomes
Learning format
K_U12
tutorial
K_U13
K_U14
tutorial
tutorial
K_W04
K_W05
K_K01
tutorial
tutorial
tutorial
GROUPWORK,
30
14. METHODS OF INSTRUCTION
DISCUSSIONS,
Evaluation of achievement of
learning outcomes
Assessment of ability to conduct
analyses
Assessment of presentation skills
Assessment of ability to conduct
analyses, essay or other assignment
Essey or other assignment
Essey, test or assignment
Observation of attitudes and an
assessment of a presented
standpoint
K_K02
17. TOTAL STUDENT WORKLOAD NEEDED TO ACHIEVE EXPECTED LEARNING OUTCOMES EXPRESSED IN TIME
AND ECTS CREDIT POINTS
STUDENT ACTIVITY FORM
STUDENT WORKLOAD
PARTICIPATION IN LECTURES
PARTICIPATION IN TUTORIALS/ SEMINARS
30
PREPARATION FOR TURIALS (REPORT, WRITTEN WORK, PRESENTATION, ETC.)
40
ADDITIONAL CONTACT HOURS
5
TIME TO PREPARE FOR GROUP WORK
25
PREPARING FOR EXAM
20
PARTICIPATION IN EXAMINATION OR FINAL TEST
2
SUMMARY STUDENT WORKLOAD
122
TOTAL HOURS OF STUDENT WORK IN DIRECT CONTACT WITH THE TEACHER (AT LEAST
37
50%)
MODULE ECTS CREDITS
5
LANGUAGE OF INSTRUCTION
ENGLISH
18. INTERNSHIP
19. MATERIALS
PRIMARY OR REQUIRED BOOKS/READINGS:
1.
Keegan and Schlegelmilch, Global Marketing Management: A European Perspective, Harlow FT
Prentice Hall
Hollensen, Global Marketing: A market-responsive approach, London FT Prentice Hall
2.
SUPPLEMENTAL OR OPTIONAL BOOKS/READINGS:
1.
Bradley, International Marketing Strategy, London FT Prentice Hall
2.
3.
Muhlbacher, Leihs & Dahringer, International Marketing: A Global Perspective, International
Thomson Business
Journal of International Marketing
International Marketing Review
Journal of International Business Studies
European Journal of Marketing
Journal of International Management
Journal of Global Marketing
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Podpis kierownika jednostki