Május - 2018
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Tantárgy adatlap

International Marketing

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 2MF44NCK06B
A tantárgy megnevezése (magyarul): International Marketing
A tantárgy neve (angolul): International Marketing
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 2+1
Kreditérték: 5
A tantárgy meghirdetésének gyakorisága: spring
Az oktatás nyelve: english
Előtanulmányi kötelezettségek: Marketing Principles
A tantárgy típusa: Specialization
Tantárgyfelelős tanszék: Marketingkutatás és Fogyasztói Magatartás Tanszék
A tantárgyfelelős neve: Kelemen Zita Anikó

A tantárgy szakmai tartalma: The course addresses global issues and describes concepts relevant to all international marketers. An environmental/cultural approach to international marketing will be in the focus of the course. The course is designed to provide students with an understanding of different cultures and the role of cultural differences in international marketing practices. It helps students appreciate the issues, problems, and challenges inherent in cultural differences and their effects on international marketing strategies.

The objective of the course is to make students understand how the elements of the macro-environment influence the companies’ marketing activities abroad. One of the main objectives is to understand the key characteristics of various country markets and how to develop marketing plans in diverse environments. Throughout the course, a variety of country markets in various regions of the world will be discussed and a variety of different types of products and services will be addressed.

Évközi tanulmányi követelmények: Class participation is expected from everyone. One of the course objectives in fact is to give you practice at expressing and defending your ideas in a group setting. Be prepared to voice your opinion whenever you feel in adequate. Quality of contributions however is more important then quantity. The instructor has the right to give an N grade (no grade received) for those whose absences exceed 25% of the total number of classes held in the semester.

Vizsgakövetelmény: written exam

Az értékelés módszere: 10% class discussion participation
10% Opportunity assessment
15% presentation of int. marketing plan
30% mid-term exam
35% final exam

Tananyag leírása: The Scope and Challenge of International Marketing
Political, legal, economic, technological and geographical environment
The cultural environment
Cross-cultural consumer behavior
Cross-cultural market research
International product strategies
International branding strategies
International marketing communications
International pricing and distribution channel policy
Social Marketing in international context
Country branding

Órarendi beosztás: 

Kompetencia leírása: Upon completion of the course students should be able to:
understand the role of cultural differences in intercultural communication and marketing strategies
develop cultural understanding and tolerance
prepare a comprehensive analysis of the business environment of a country
evaluate companies’ international marketing activity
design companies’ marketing activities in foreign markets
design an international marketing plan
develop decision-making and analytical skills through the use of real cases and exercises and develop skills on how to work effectively as part of a team during projects.

Félévközi ellenőrzések: group assignments

A hallgató egyéni munkával megoldandó feladatai: -

Szak neve: International Business

Kötelező irodalom:

  • Ghauri, Cateora: International Marketing, McGraw Hill/Irwin, 2014 , 4th ed.
  • Case studies and materials distributed by the instructor

Ajánlott irodalom:

  • J.C. Usunier-Lee: Marketing Across Cultures, Prentice Hall 2013. Fifth Edition
  • Case studies and materials distributed by the instructor
Ajánlott irodalmak:
J.C. Usunier-Lee: Marketing Across Cultures, Prentice Hall 2013. Fifth Edition
Kötelező irodalmak:
Ghauri, Cateora: International Marketing, McGraw Hill/Irwin, 2014 , 4th ed.

A tantárgy oktatói:

Utolsó módosítás:


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