Course syllabus PHD_E054_N - Global Marketing and Emerging Markets II (FEM - 2019/2020 - post-graduate studies)

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University: Slovak University of Agriculture in Nitra
Faculty of Economics and Management
Course unit code: PHD_E054_N
Course unit title:
Global Marketing and Emerging Markets II
Planned types, learning activities and teaching methods:
3 hours weekly / 39 hours per semester of study (on-site method)

Credits: 10
Semester: Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Level of study:
Prerequisites for registration:
Assesment methods :
Semester project and presentation
Learning outcomes of the course unit:
The course aims to teach students independently analyze and evaluate the opportunities and threats arising from actions of business entities in diversified global environment using current quantitative and qualitative methods of marketing research. After the course the student is able to formulate the requirements for creating a complex marketing program, differentiated for emerging and developed markets based on identifying customer needs.
Course contents:
Global marketing, global business and emerging markets – Cultural, economic and political factors and their impact on the attractiveness of the local market – Theory of emerging markets – Analysis of opportunities and threats in selected emerging markets – Analysis of resources, capabilities and markets – SWOT analysis versus VRIO analysis – Marketing research and forecasting demand – Estimation of the current demand, market potential and brand development index – Selected entry strategies for foreign markets – Strategies for territorial expansion and internationalization models – Contracts and subcontracts - an emerging phenomenon in the process of internationalization – Global marketing program and AAA triangle – Poverty as a market opportunity – Theory of 3A and the supply chain – Marketing mix of 4A – Rural marketing versus Urban marketing – Aspects of sustainability and actions on international markets
Recommended or required reading:
HORSKÁ, E. -- ESPOLOV, T I. -- GÁLOVÁ, J. -- KRASNODĘBSKI, A. -- KORNALSKA, E. -- TRELA, W. -- VORONINA, A. -- SINGH, A K. Sustainability in business and society: global challenges - local solutions. Kraków: Wydawnictwo Episteme, 2013. ISBN 978-83-7759-015-7 (viaz.).
HOLLENSEN, S. 2011. Global Marketing - A Decision oriented Approach. 5. vyd. Pearson Education, Prentice Hall, 2011. 800 s. ISBN 978-0273726227.
HOLLIS, N. 2010. The Global Brand: How to Create and Develop Lasting Brand Value in the World Market. Palgrave Macmillan, 2010. 272 s. ISBN 978-1891389351.
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.
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: 7

71,4 %14,3 %14,3 %0 %
0 %
0 %
Name of lecturer(s):
Dr.h.c. prof. Dr. Ing. Elena Horská (examiner, lecturer, person responsible for course)
Last modification:
15. 2. 2019
Dr.h.c. prof. Dr. Ing. Elena Horská and programme supervisor

Last modification made by Iveta Kunová on 02/15/2019.

Type of output: