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International marketing
Syllabus

Basic information

Field of study*
International Economic Relations
Specialisation
International Logistics
Organizational unit
UEP
Level of qualification
First-cycle programme
Mode of study
Full-time
Track
General academic
Didactic cycle
2020/2021
Subject code
UEPMSG04S.110B.543.20
Language of instruction
Polish
Mandatory
Obligatory
Block
Block B
Person responsible for the content of the syllabus
Milena Ratajczak-Mrozek
Period
Semester 5
Method of evaluation
Exam

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

Subject’s educational aims

C1 Understanding the international marketing specifics and the behavior of the companies in the international environment
C2 Familiarizing with the influence of the foreign environment on the activities of enterprises
C3 Understanding the factors, benefits and disadvantages of the standardization and adaptation strategy of marketing activities on the international market
C4 Understanding the specificity of marketing tools (product, price, distribution, promotion) and their strategies on the international market

Entry requirements

Principles of marketing

Subject's learning outcomes

Code Outcomes in terms of Effects Examination methods
Knowledge
W1 The student characterizes the impact of external environment on the marketing activities taken on the foreign markets, choose the entry forms to foreign markets depending on the specific situation of the company, the industry and the market in which the company intends to operate. K1_W01, K1_W02, K1_W05 Written exam with open questions, Final test, Class participation, Individual project
W2 The student knows and assesses the influence of the foreign environment on the activities of companies K1_W01, K1_W02, K1_W05 Written exam with open questions, Final test, Class participation, Individual project
W3 The student knows the factors, benefits and disadvantages of the strategy of standardization and adaptation of marketing activities on the international market K1_W01, K1_W02, K1_W05 Written exam with open questions, Final test, Class participation, Individual project
W4 The student identifies the specificity of marketing tools (product, price, distribution, promotion) K1_W01, K1_W02, K1_W05 Written exam with open questions, Final test, Class participation, Individual project
Skills
U1 The student assesses the influence of the factors of the international environment on the activity of enterprises K1_U02, K1_U06 Written exam with open questions, Final test, Class participation, Individual project
U2 The student designs a product, price, promotion and distribution strategy on the international market K1_U02, K1_U06 Written exam with open questions, Final test, Class participation, Individual project
Social competences
K1 Student has the ability of group discussion K1_U18 Class participation
K2 The student is able to justify his/her arguments K1_K04 Written exam with open questions, Final test, Class participation, Individual project

Study content

No. Course content Subject's educational goals Subject's learning outcomes
1. The nature and scope of international marketing C1, C2 W1, W2, U1, K1, K2
2. Influence of the foreign environment on the marketing activities of companies C1, C2 W1, W2, U1, K1, K2
3. The buyer behavior on the international market (market specific B2B) C1 W1, K1, K2
4. The relationship marketing on the international marke C1 W1, K1, K2
5. Models and processes of the internationalization and marketing activities C1, C2, C3 W1, W2, W3, U1, K1, K2
6. Standardization and adaptation of marketing activities in foreign markets C1, C2, C3 W1, W2, W3, U1, K1, K2
7. The process of introducing the product to the foreign market and the product strategy for the international market C1, C2, C3, C4 W1, W2, W3, W4, U1, U2, K1, K2
8. The formation of an international brand C1, C2, C3, C4 W1, W2, W3, W4, U1, U2, K1, K2
9. Marketing strategy of distribution in foreign markets C1, C2, C3, C4 W1, W2, W3, W4, U1, U2, K1, K2
10. The promotion strategy on the international market C1, C2, C3, C4 W1, W2, W3, W4, U1, U2, K1, K2
11. Pricing strategy development in the foreign markets C1, C2, C3, C4 W1, W2, W3, W4, U1, U2, K1, K2

Bibliography

Obligatory
  1. E. Duliniec, Marketing międzynarodowy, PWE, Warszawa 2009
  2. K. Fonfara, Marketing partnerski na rynku przedsiębiorstw, PWE, Warszawa 2014
  3. K. Fonfara et. al., Strategie przedsiębiorstw w biznesie międzynarodowym, Wydawnictwo Akademii Ekonomicznej w Poznaniu, Poznań 2000
  4. K. Fonfara (red.), Zachowanie przedsiębiorstwa w procesie internacjonalizacji. Podejście sieciowe, PWE, Warszawa 2009
Recommended
  1. A. Hauke-Lopes, M. Ratajczak-Mrozek, M. Soniewicki, M. Wieczerzycki, Materiały Dydaktyczne nr 338, Marketing Międzynarodowy - wyzwania dla przedsiębiorstw. Studia przypadków i zadania, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2018
  2. D. L. Brady, Essentials of International Marketing, New York: Sharpe, 2011

Course advanced

Teaching methods:

Text analysis, Project method, Conversation lecture, Lecture with multimedia presentation, Discussion, Case study, Exercises

Teaching methods Method of evaluation Credit conditions
Lectures Written exam with open questions Exam with open questions
Classes Final test, Class participation, Individual project Active participation in classes, solving tasks and case studies, project preparation, written test

Calculation of ECTS points

Activity form Activity hours*
Participation in lectures 30
Participation in classes 30
Participation in the exam 2
Preparation for classes 15
Project preparation 40
Preparation for test 20
Report preparation 10
Preparation of multimedia presentation 10
Student workload
Hours
157
ECTS
6.0
Workload involving teacher
Hours
62
ECTS
2.0
Practical workload
Hours
80
ECTS
3.0

* one hour of classes = 45 minutes