Contemporary marketing strategies for foreign markets

Syllabus

Basic information

Field of study*
International Economic Relations
Specialisation
International Business
Department
UEP
Level of qualification
Second-cycle programme
Mode of study
Full-time
Track
General academic
Didactic cycle
2020/2021
Subject code
UEPMSG03S.21B.8799.20
Language of instruction
English
Mandatory
Obligatory
Block
Block B
Person responsible for the content of the syllabus
Milena Ratajczak-Mrozek
Period
Semester 1
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 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

Entry requirements

Principles of 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 marketing activities on foreign markets K2_W01, K2_W02, K2_W14, K2_W15 Written exam with open questions, Final test, Class participation, Group project / Group work
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 with open questions, Final test, Class participation, Group project / Group work
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 Written exam with open questions, Final test, Class participation, Group project / Group work
W4 Student recognizes complex business relationships and their management in the marketing international activities K2_W01, K2_W02, K2_W14, K2_W15 Written exam with open questions, Final test, Class participation, Group project / Group work
Skills
U1 The student questions traditional marketing activities in the international arena K2_U02, K2_U03 Written exam with open questions, Final test, Class participation, Group project / Group work
U2 Student plans a marketing strategy of a company in foreign markets, taking into account contemporary market conditions K2_U05, K2_U06, K2_U07 Written exam with open questions, Final test, Class participation, Group project / Group work
Social competences
K1 The student can work in a group and run group discussions K2_U17, K2_K03, K2_K04 Class participation, Group project / Group work
K2 The student is able to justify his opinion K2_K01, K2_K04 Written exam with open questions, Final test, Class participation, Group project / Group work

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 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

Course advanced

Teaching methods:

Brainstorming, Lecture with multimedia presentation, Discussion, Case study, Exercises

Teaching methods Method of evaluation Credit conditions
Classes Final test, Class participation, Group project / Group work Class participarion, group work and final test
Lectures Written exam with open questions Written exam with open questions

Calculation of ECTS points

Activity form Activity hours*
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 workload
Hours
152
ECTS
6.0
Workload involving teacher
Hours
72
ECTS
2.5
Practical workload
Hours
30
ECTS
1.0

* one hour of classes = 45 minutes