Emblem of the Republic of Poland
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Contemporary marketing strategies in foreign markets
Syllabus

Basic information

Field of study*
International Economic Relations
Specialisation
-
Organizational unit
UEP
Level of qualification
Second-cycle programme
Mode of study
Full-time
Track
General academic
Didactic cycle
2020/2021
Subject code
UEPMSGS.22B.8416.20
Language of instruction
Polish
Mandatory
Obligatory
Block
Block B
Person responsible for the content of the syllabus
Adam Dymitrowski
Period
Semester 2
Method of evaluation
Exam

Activities and hours
  • Participation in classes: 30
  • Participation in lectures: 30
Number of ECTS points
6

Subject’s educational aims

C1 To present the latest concepts in the context of companies marketing activities in foreign market
C2 To indicate the importance of internet marketing and new unconventional forms of marketing communication
C3 To present the role of corporate social responsibility in marketing activities along with the marketing of non-profit organization
C4 To familiarize with complex business relationships and their management in the marketing international activities

Entry requirements

Marketing, International marketing

Subject's learning outcomes

Code Outcomes in terms of Effects Examination methods
Knowledge
W1 Student recognizes the latest concepts in the context of companies marketingactivities on foreign markets K2_W01, K2_W02, K2_W14, K2_W15 Written exam, Final test
W2 Student indicates the influence of internet on marketing activities and new unconventional forms of marketing communication K2_W01, K2_W02, K2_W14, K2_W15 Written exam, Final test
W3 Student identifies the role of corporate social responsibility in marketing activities along with the marketing of non-profit organization K2_W01, K2_W02, K2_W14, K2_W15 Written exam, Final test
W4 Student recognizes complex business relationships and their management in the marketing international activity K2_W01, K2_W02, K2_W14, K2_W15 Final test, Group project / Group work
Skills
U1 student questions traditional marketing activities in the international arena K2_U02, K2_U03 Final test, Group project / Group work, Presentation
U2 Student plans a marketing strategy of a company in foreign markets, taking into account contemporary market condition K2_U05, K2_U06, K2_U07 Final test, Group project / Group work, Presentation
Social competences
K1 The student can work in a group and run group discussion K2_U17, K2_K03, K2_K04 Final test, Group project / Group work, Presentation
K2 Student is able to justify his opinion K2_K01, K2_K04 Final test, Group project / Group work, Presentation

Study content

No. Course content Subject's educational goals Subject's learning outcomes
1. Marketing – Introduction C1 W1, U1, U2
2. Product and firm positioning in international market – contemporary concepts C1 W1, U1, U2, K1, K2
3. Co-branding in international market C1, C2 W1, W2, U1, U2, K1, K2
4. Consumers communities and consumers’involvement in global product development –prosumers C1, C2 W1, W2, U1, U2, K1, K2
5. Inbound marketing and social media C1, C2 W1, W2, U1, U2, K1, K2
6. Unconventional forms of marketing communication C1, C2 W1, W2, U1, U2, K1, K2
7. Marketing of luxury brands C1 W1, U1, U2, K1, K2
8. Positioning of high-tech products and services in international market C1, C2 W1, W2, U1, U2, K1, K2
9. Corporate Social Responsibility on foreign market C1, C3 W1, W3, U1, U2, K1, K2
10. Marketing of non-profit organizations in foreign markets C1, C3 W1, W3, U1, U2, K1, K2
11. Global business networks, variety of stakeholders and relationships C1, C2, C4 W1, W2, W4, U1, U2, K1, K2
12. Global Account Management C1, C2, C4 W1, W2, W4, U1, U2, K1, K2

Bibliography

Obligatory
  1. K. Fonfara (ed.), The development of business networks in the company internationalisation proces, Poznań1.University of Economics Press, Poznań 2012
  2. Fonfara, K. (red.). (2014). Marketing międzynarodowy. Współczesne trendy i praktyka. Warszawa: PWN.
  3. Artykuły i case'y prezentowane podczas zajęć
Recommended
  1. Artykuły i case'y prezentowane podczas zajęć
  2. Fonfara, K., Ratajczak-Mrozek, M., Małys, Ł. (red.). (2018). The Internationalisation Maturity of the Firm - A Business Relationships Perspective, Cambridge Scholars Publishing.

Course advanced

Teaching methods:

Project method, Brainstorming, Lecture with multimedia presentation, Discussion, Case study, Exercises, e-learning methods

Teaching methods Method of evaluation Credit conditions
Classes Written exam, Final test, Group project / Group work, Presentation
Lectures Written exam, Final test, Group project / Group work, Presentation

Calculation of ECTS points

Activity form Activity hours*
Participation in classes 30
Participation in lectures 30
Project preparation 50
Participation in the exam 2
Preparation for exam 38
Student workload
Hours
150
ECTS
6.0
Workload involving teacher
Hours
62
ECTS
2.0
Practical workload
Hours
80
ECTS
3.0

* one hour of classes = 45 minutes