Objectives and competences
1. Develop basic understanding of globalisation and its implications for international business.
2. Develop ability for using decision support tools in international marketing.
3. Develop analytically based approach to opportunity analysis in international markets.
4. Develop ability for understanding the role of cultural differences between national markets in the implementation of firm cross-border marketing activities.
5. Develop ability for proper marketing strategies and programs for foreign markets.
6. Acquire approaches to decision making and efficient operation in different cultural environments and institutional settings.
7. Acquire understanding of differences in marketing practices in consumer and business-to-business markets.
Content (Syllabus outline)
- Globalisation of markets and its impact on business strategy in small economies;
- International marketing and firm competitiveness in the internationalisation process;
- Market opportunity analysis in international markets;
- international marketing management process (strategies, marketing programs and organization of marketing activities);
- Designing strategies for the global market;
- International marketing for different product markets (B2C, B&C) markets;
- Operational aspects of international marketing;
- International marketing development trends in the context of social change dynamics.
Learning and teaching methods
- lectures and tutorials,
individual and team work in lectures and tutorials
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
1. Develop ability for understanding interdependencies between globalisation and firm international marketing management.
2. Learn how to analyse market opportunities in international markets.
3. Are able to develop international marketing strategies and programmes.
4. Develop basic competency to independently plan and implement the firm’s strategic and operational, marketing activities in foreign markets.
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
1. Will develop ability for understanding complexities of internationally operating firm.
2. Will develop skills for independent foreign market analysis and decision making.
3. Will develop ability for analytical evaluation of decisions in international marketing.
4. Will develop skills to independently implement modestly sophisticated tasks in international marketing.
Key/Transferable skills
1. Will develop ability for understanding of appropriate business acting and communicating in international business context.
2. Will develop analytical skills for foreign market assessment.
3. Will develop basic ability to develop and implement strategic and operational activities in foreign markets.
Practical skills:
1. Can understand the impact of context variety on doing international business.
2. Can analyse various situations and making decisions in international marketing.
3. Will be able to professionally act in different market situations.
Readings
Obvezna študijska literatura (Compulsory textbooks):
- Korez Vide, Romana. 2022. Management mednarodnega trženja, Mednarodno trženje (skripta). Maribor: Ekonomsko-poslovna fakulteta.
- Korez Vide, Romana. 2022. Management mednarodnega trženja, Mednarodno trženje (zapiski predavanj). Maribor: Ekonomsko-poslovna fakulteta.
- Romih, Dejan. 2022. Mednarodno trženje – vaje (PPT- drsnice). Maribor: Ekonomsko-poslovna fakulteta.
Dodatna študijska literatura (Additional textbooks):
- Jurše, Milan in Korez Vide, Romana. 2013. Management mednarodnega trženja, Mednarodno trženje (priročnik za vaje). Maribor: Ekonomsko-poslovna fakulteta.
- Hollensen, Svend. 2020. Global Marketing. 8th Ed. (izbrana poglavja). Harlow, UK: Pearson Education.
Additional information on implementation and assessment • W Oral exam 50%
3 written assignments in lectures 30%
• 2 written assignments in tutorials 20%
To obtain a grade in the course, it is compulsory to take all forms of assessment. In order to obtain a passing grade in the course, it is requisite to pass both parts of the exam (International Business and Tourism).
