Course syllabus MMRA - International Marketing in Automotive Industry (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: International Marketing in Automotive Industry
Semester: -- item not defined --
Course supervisor: doc. Ing. Jana Přikrylová, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: Bachelor state examination
Time allowance: full-time, 1/1 (hours of lectures per week / hours of seminars per week)
part-time, 0/12 (lectures per period / seminars per period)
Type of study: usual
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (4 credits)
Course objective:
•To introduce you to marketing concepts, theories, and strategies applicable to international marketing activities.
•To introduce you to marketing, business and strategic issues associated with domestic, regional, and global marketing activities.
•To provide you with an understanding of the complexities of regional economic integration and globalization of markets.
•To provide you with practical marketing tools for international company activities
All topics will be studied mostly using examples from the automotive industry
 
Course methods: The course format is conducted in seminar form, combining lectures with
discussions, focusing on individual and team activities. Therefore, it is important to have read the assigned course materials and be prepared for class discussions. Class discussions are focused on current business developments occurring in domestic, regional and global marketplaces and marketing practices mainly of international car manufacturers and brand owners.
Final paper:
The topic of final paper is chosen by the team after consultation with the professor. Individual case studies and papers are required as a part of evaluation.
 
Course content:
1.General class introduction (allowance 2/0)
 
a.Course overview
b.Final project discussion
c.Literature and articles for class presentations

2.Global Environment Analysis (allowance 1/1)
 
a.Political, legal and regulatory environments
b.Economic environment
c.Socio-cultural environment
d.Technology and Environment esp. in the automotive industry

3.International market entry modes I. (allowance 1/1)
 
a.Level of control and investment
b.Case study: Tata Nano
c.Export modes, intermediaries

4.International market entry modes II. (allowance 1/1)
 
a.Licensing, franchising
b.Investments
c.Case study: IKEA in Hollensen

5.International product decisions (allowance 0/2)
 
a.Car configurators in product strategies
b.Examples: 11.1, 11.2. in Hollensen

6.International branding strategies (allowance 1/1)
 
a.Factors in decision making
b.Car configurators in branding strategies
c.Case study: Electrolux in Hollensen

7.International pricing (allowance 1/1)
 
a.Price standardization and differentiation
b.Transfer pricing
c.Internet pricing strategies and car configurators

8.International distribution (allowance 1/1)
 
a.Channel decisions, in-bound and out-bound logistics
b.Channel management
c.Specifics in the international distribution of cars

9.International marketing communications I. (allowance 1/1)
 
a.Communication process, barriers to efficient communications
b.Advertising, sales promotion, PR, personal selling, direct marketing

10.International marketing communications II. (allowance 0/2)
 
a.Analysis of spots
b.Differences in mktg communications of car producers

11.Final team project presentations (allowance 0/2)
12.Final team project presentations (allowance 0/2)
 
a.Course wrap-up

 
Learning outcomes and competences:
After completing the course, student will be able to:
 
-Will analyze and interpret differences in preferences and behaviour of international customers
-Will analyze international automotive markets
-Will design and plan optimal marketing strategy of car brand based on previous analyses

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of lectures12 h0 h
     Attendance of courses/seminars/tutorials12 h12 h
     Consultations with teacher (part-time form of study)0 h5 h
Self-study
     Course reading and ongoing preparation15 h15 h
     Composing of individual (seminar) work20 h20 h
     Composing of presentation5 h5 h
     Preparation for final test28 h30 h
preparation of individual papers20 h25 h
Total112 h112 h
 
Assessment methods:
Requirement typeDaily attendanceCombined form
Term paper20 %20 %
Presentation5 %5 %
Final test50 %50 %
individual paper, case studies25 %25 %
Total100 %100 %
 
Course completion:
Project: A final project is required as partial fulfillment of the course grade. The project objective is to give you an opportunity to research and prepare a report of your findings. The project will entail preparing a marketing analysis of a country combined with a discussion of the economic situation in the automotive industry of the chosen country and detailed analysis of future position of the chosen car brand. A research paper and presentation is expected at the conclusion of the course.
Individual essays and case study solutions.
Final test is based mainly on assigned readings and on class discussions. The questions will be essay type and will focus on issues related to global marketing concepts and practices mainly in automotive
Evaluation: Course grade will be determined on the basis of the following: class presentation and discussion, essays and case studies, final test, project and its presentation.
Minimum of 60% points is needed to pass the final test.
Grades:
100-90 - excellent (výborně)
89 -75 - very good (velmi dobře)
74 -60 - good (dobře)
less then 60 - fail (nevyhověl)
 
Support for combined/distance forms of study:
Individual consultations and/or e-communication during the semester and after.
 
Reading list:
Basic:
Language of instruction: Czech
MACHKOVÁ, H. Mezinárodní marketing. Praha: Grada, 2015. 200 p. ISBN 978-80-247-5366-9.
WILD, J J. -- WILD, K L. International Business.: The Challenges of Globalization. Boston: Pearson Education Limited, 2016. ISBN 978-1-292-09504-2.
Harvard Business Review (VŠ). Boston: ISSN 0017-8012.
Ethics in marketing : international cases and perspectives / written and edited by Patrick E. Murphy, Gene R. Laczniak and Andrea Prothero. Abingdon, Oxon ; New York, NY : Routledge, 2012.: Routledge, 2012. ISBN 9780415783514.
Language of instruction: English
KRÁL, P. -- MACHKOVÁ, H. International Marketing. 1st ed. Praha: Oeconomica, 2010. ISBN 978-80-245-1643-1.

Recommended:
Language of instruction: Czech
BERNDT, R. -- SANDER, M. -- FANTAPIÉ ALTOBELLI, C. Mezinárodní marketingový management.: Globalizace a světové trhy, marketingové plánování a controlling, potenciál a lidské zdroje. 1st ed. Brno: Computer Press, 2007. ISBN 978-80-251-1641-8.
CRUIKSHANK, J L. The Man Who Sold America. Boston: Harvard Business Review Press, 2010. ISBN 978-1-59139-308-5.
GOVINDARAJAN, V. The Other Side of Innovation. USA: Harvard Business Review Press, 2010. ISBN 978-1-4221-6696-3.
KHANNA, T. Winning in Emerging Markets.: A Road Map for Strategy and Execution. Boston: Harvard Business Press, 2010. ISBN 978-1-4221-6695-6.
Global marketing management system. New Jersey: World Scientific, 2017. 301 p. ISBN 9789813201071.
Language of instruction: English
HOLLENSEN, S. Global Marketing. Harlow: Pearson Education Limited, 2014. ISBN 978-0-273-77316-0.
HOLLENSEN, S. Essentials of Global Marketing. London: FT Prentice Hall, 2008. 494 p. ISBN 978-0-273-71784-3.

Study plans:
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year SS 2012/2013
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year SS 2013/2014
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year SS 2014/2015
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year WS 2015/2016
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year SS 2015/2016
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year SS 2016/2017
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year SS 2017/2018
N-EM-GPME Marketing Management in the Global Environment, full-time form, initial academic year WS 2018/2019
N-EM-MAR Marketing Management in the Global Environment, full-time form, initial academic year WS 2018/2019
Track NMME International Marketing full-time form, initial academic year SS 2018/2019
N-MM Business Administration - Major in International Marketing, full-time form, initial academic year SS 2018/2019
Track NMM International Marketing full-time form, initial academic year SS 2018/2019
N-MME Business Administration - Major in International Marketing, full-time form, initial academic year SS 2018/2019
N-MM Business Administration - Major in International Marketing, full-time form, initial academic year SS 2018/2019
N-MM Business Administration - Major in International Marketing, part-time form, initial academic year SS 2018/2019
Track NMM International Marketing full-time form, initial academic year SS 2018/2019
Track NMM International Marketing part-time form, initial academic year SS 2018/2019
Track NMM International Marketing full-time form, initial academic year WS 2019/2020
N-MM Business Administration - Major in International Marketing, full-time form, initial academic year WS 2019/2020
Track NMME International Marketing full-time form, initial academic year WS 2019/2020
N-MME Business Administration - Major in International Marketing, full-time form, initial academic year WS 2019/2020
Track NMM International Marketing full-time form, initial academic year WS 2019/2020
N-MM Business Administration - Major in International Marketing, full-time form, initial academic year WS 2019/2020
Track NMM International Marketing part-time form, initial academic year WS 2019/2020
N-MM Business Administration - Major in International Marketing, part-time form, initial academic year WS 2019/2020
 
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: doc. Ing. Jana Přikrylová, Ph.D. (examiner, instructor, lecturer, supervisor)
Teaching language: Czech, English
Room: Mladá Boleslav


Last modification made by doc. Ing. Jana Přikrylová, Ph.D. on 02/19/2019.

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