Course syllabus E15-0087-I - Global Marketing and Emerging Markets (FEM - WS 2019/2020)

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University: Slovak University of Agriculture in Nitra
Course unit code: E15-0087-I
Course unit title:
Global Marketing and Emerging Markets
Planned types, learning activities and teaching methods:
2 hours weekly / 26 hours per semester of study (on-site method)
seminar2 hours weekly / 26 hours per semester of study (on-site method)

Internacional Economics and Development - master (required), 1. semester
International Economics and Development - master (required), 1. semester
International Economics and Development - master (required), 1. semester
International Economics and Development - master (required), 1. semester
Level of study:
Prerequisites for registration: none
Assesment methods :
Active class participation
Essay writing 25%
Group semester project 15%
Final written exam 60% (2 hours)
Learning outcomes of the course unit:
This course offers the student an analytic decision-oriented framework for the development and implementation of global marketing programmes with orientation to the world regions and understanding marketing approaches for territorial expansion and international business cooperation, with special focus on emerging markets. The graduates of this module will be able to apply knowledge in market selection process, identifying benefits and opportunities of entering to developed, developing and least developed markets and design marketing program for target markets as well.
Course contents:
The course will provide information and instructions to understand how the company can achieve global competitiveness through territorial market studies and differentiate between developed and emerging markets in designing marketing programme.
Recommended or required reading:
HORSKÁ, E. -- PALUCHOVÁ, J. -- BENDA PROKEINOVÁ, R. -- GÁLOVÁ, J. -- KÁDEKOVÁ, Z. -- KRASNODĘBSKI, A. -- MAITAH, M. -- MATYSIK-PEJAS, R. -- NAGYOVÁ, Ľ. -- OMARKULOVA, M. -- PŘIBYL, M. -- SMUTKA, L. -- SZABÓ, Z. -- WACH, K. International marketing: within and beyond Visegrad borders. 1st ed. Kraków : Wydawnictwo Episteme, 2014. 311 p. ISBN 978-83-7759-039-3.

Global perspectives on trade integration and economies in transition. Hershey: Business Science Reference, 2016. ISBN 978-1-5225-0451-1 (viaz.).
GHEMAWAT, P. 2011. World 3.0: Global Prosperity and How to Achieve It. Harvard Business Review Press, 2011. 400 s. ISBN 978-1422138649.
HOLLENSEN, S. 2011. Global Marketing A Decision oriented Approach. 5. vyd. Pearson Education, Prentice Hall, 2011. 800 s. ISBN 978-0273726227.
KHANNA, T. - PALEPU, K.G. 2011. Winning in Emerging Markets: A Road Map for Strategy and Execution. Harward Business Review Press, 2011. 272 s. ISBN 978-1422166956.
PEARCE, R. 2012. China and the Multinationals: International Business and the Entry of China into the Global Economy. Edward Elgar Pub, 2012. 224 s. ISBN 978-1848446687.
PENG, M.W. 2014. Global Business. 3. vyd. Cengage Learning, 2014. 656 s. ISBN 978-1133485933.

Language of instruction: Slovak, English
Evaluation of course unit:
Assessed students in total: 124

29,8 %
25,0 %
21,8 %
13,7 %
8,9 %
0,8 %
Name of lecturer(s):
Ing. Jana Gálová, PhD. (examiner, instructor, lecturer)
Dr.h.c. prof. Dr. Ing. Elena Horská (examiner, instructor, lecturer, person responsible for course)
Last modification: 20. 3. 2019
Dr.h.c. prof. Dr. Ing. Elena Horská and programme supervisor

Last modification made by Iveta Kunová on 03/20/2019.

Type of output: