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Syllabus

Field of study*: International Economic Relations
Subject name
Contemporary marketing strategies for foreign markets
Subject name in English
Contemporary marketing strategies for foreign markets
Subject code Year / semester Method of evaluation
UEPMSG03S.21B.8799.20 1 / 1 Exam
Specialisation Track Level of qualification
International Business General academic studia drugiego stopnia
Mode of study Language of instruction Subject
Full-time Angielski Obligatory
Number of hours Number of ECTS points Block
Lectures: 30 Classes: 30 6 B
Author Milena Ratajczak-Mrozek
Teachers Milena Ratajczak-Mrozek, Marcin Wieczerzycki

Subject’s educational aims

C1 To present the latest concepts in the context of companies marketing activities on foreign markets
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 organizations
C4 To familiarize with complex business relationships and their management in the marketing international activities

Subject’s learning outcomes

Code Outcomes in terms of Learning outcomes within the field of study
Knowledge
W1 Student recognizes the latest concepts in the context of companies marketing activities on foreign markets K2_W01, K2_W02, K2_W14, K2_W15
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
W3 Student identifies the role of corporate social responsibility in marketing activities along with the marketing of non-profit organizations K2_W01, K2_W02, K2_W14, K2_W15
W4 Student recognizes complex business relationships and their management in the marketing international activities K2_W01, K2_W02, K2_W14, K2_W15
Skills
U1 The student questions traditional marketing activities in the international arena K2_U02, K2_U03
U2 Student plans a marketing strategy of a company in foreign markets, taking into account contemporary market conditions K2_U05, K2_U06, K2_U07
Social competences
K1 The student can work in a group and run group discussions K2_U17, K2_K03, K2_K04
K2 The student is able to justify his opinion K2_K01, K2_K04

Study content

No. Study content Subject’s educational aims Subject’s learning outcomes
1. Marketing – Introduction C1 W1, U1, U2
2. Product and firm positioning on international market – contemporary concepts C1 W1, U1, U2, K1, K2
3. Co-branding on 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 on International market C1, C2 W1, W2, U1, U2, K1, K2
9. Corporate Social Responsibility on foreign markets C1, C3 W1, W3, U1, U2, K1, K2
10. Marketing of non-profit organizations on 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, Poznań University of Economics Press, Poznań 2012
  2. M. Kotabe, K. Helsen, Global Marketing Management, Wiley 2003
  3. Journal papers and case studies presented during lectures and practical classes
Recommended
  1. Journal papers presented during lectures and classes
Entry requirements

Marketing, International Marketing
Teaching methods Brainstorming, Lecture with multimedia presentation, Discussion, Case study, Exercises
Method of evaluation Final test, Class participation, Group project / Group work, Written exam with open questions

Settlement of ECTS points

Forms of student work Average number of hours for student work*
Participation in classes 30
Participation in lectures 30
Participation in the exam 2
Preparation for exam 20
Preparation for classes 30
Preparation for test 30
Consultations with teacher 10
Student work in total
Number of hours
152
ECTS points
6
Contact hours (with the teacher)
Number of hours
72
ECTS points
2.5
Practical-class work
Number of hours
30
ECTS points
1

* one hour of classes = 45 minutes

Methods of evaluating the learning outcomes

Learning-outcome code Methods of evaluation
Final test Class participation Group project / Group work Written exam with open questions
W1 x x x x
W2 x x x x
W3 x x x x
W4 x x x x
U1 x x x x
U2 x x x x
K1 x x
K2 x x x x