Content (Syllabus outline)
• globalization, competitiveness and the theories of international company’s evolution
• the genesis of global marketing concepts’ evolution
• internationalization models and international growth of a company
• institutional context and geographic configuration of a company’s value chain
• strategic management of international marketing in multinational companies
• phases of markets’ development and company’s international expansion strategies
• strategies of a company’s global market position development
• models of B2C and B2B global marketing development
Learning and teaching methods
- lectures and discussions
- supervision of selected research project
- individual study
Intended learning outcomes - knowledge and understanding
Knowledge and understanding:
The learner:
- is capable to explain the impact of globalization of markets on the evolution of international company
- is capable to describe the levers of a company’s competitiveness in the period of markets’ globalization
- is capable to explain alternative strategies of a company’s international expansion
- is capable to describe the concepts of multinational companies’ development
- is capable to describe the connectedness among the phases of markets’ development and a company’s international expansion
- is capable to explain the impact of institutional context on the geographic configuration of a company's value chain
- is capable to explain the alternative strategies of a company’s global market position
- is capable to present the strategic aspects of international marketing management
- is capable to explain s the models of development of B2C and B2B global marketing
- is capable to describe the complexity and the contextual nature of global marketing and a company’s international strategy
- is capable to use the theoretical findings on global marketing and internationalisation of a company in empirical research
- is capable to analyse the data and information on global marketing and internationalisation of a company and to formulate and interpret new findings
Cognitive/intellectual skills:
The learner:
- is capable to perform the research of the course’s topics
- is capable to explain the dynamic aspects of a company’s international strategy
- is capable to formulate the relevant parameters in the research problem selection within the topics of a course
- is capable to formulate the conceptual and empirical models in the research process of the course’s topics
Key/transferable skills:
The learner:
- is capable to perform research independently/in a team
- is capable to formulate relevant research questions
- is capable to find the relevant literature and data sources
- is capable to formulate to structure research findings
- is capable to communicate about research results
Practical skills:
- is capable to organize research process and conduct research projects
- is capable to write scientific and professional texts
- is capable to compare the scientific findings
- is capable to apply the gained scientific findings
Readings
Obvezna študijska literatura/Compulsory Textbooks:
1. Hollensen, Svend 2020. Global Marketing. 8th Ed. Harlow, UK: Pearson Education.
2. Korez Vide, Romana. 2021. Drsnice predavanj.
Dopolnilna študijska literatura/Additional Textbooks:
• Daniels, John D., Radebaugh, Lee H. in Sullivan, Daniel D. 2019. International Business: Environments and Operations. 16th Edition. 16th Ed. Harlow, UK: Pearson Education (izbrana poglavja).
Nabor relevantnih znanstvenih člankov.
Additional information on implementation and assessment - Seminar research project 50 %
- oral exam 50 %
Student passes the exam, after positive grades of both parts of the examination.
