The specific availability for this course is not currently known. If you would like to know if this course will be offered during your session, please contact us.
This course will review various applications of marketing concepts within the continuously changing environments in Central and Eastern European markets. Focusing on customer relationship management, this course will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and marketing on the Internet. ContentIntroduction to the courseOganizational issuesBasic Marketing ConceptsMarketing EnvironmentStrategy and PlanningEthics and Social ResponsibilityMarketing ResearchBuyer BehaviorB2CB2B Product DecisionsDeveloping and Managing the ProductBranding and PackagingServising Distribution DecisionsMarketing ChannelsWholesaling, RetailingPhysical DistributionPromotion DecisionsAdvertising and Public RelationsPersonal Selling and Sales Promotion Pricing DecisionsPricing ConceptsSetting PricesInternational Influences in Pricing New MarketingInternational Marketing TrendsExport/Import Marketing Strategies LiteratureKOTLER, P. – KELLER, K. L.: Marketing Management. 12th edition, Prentice-Hall, Inc., Englewood Cliffs, New Jersey 2005RIES, Al. – TROUT, J.: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!, HarperCollins Publishers, Inc., New York 1994ZOUBIR Y., LHABITANT F.S.: Doing Business in Emerging Europe, Palgrave MacMillan, NewYork 2003 Handouts distributed in class. Internet, magazines, newspapers.InstructorIng. Jaroslav Halik, MBA, Ph.D.Department of International Business University of Economics Prague
Senior Lecturer in International Business and International Marketing Management. Education: MSc - Norwegian School of Management, Oslo, MBA - Rochester Institute of Technology, New York, PhD - University of Economics Prague. Business experience: Marketing Manager - American International Group, Sales and Marketing Director - Europlakat International. Consulting and publishing activities in the area of international business and marketing management in Central and Eastern European countries.EvaluationParticipation 20%Midterm 40%Final 40%
Download course description here in Acrobat PDF Format Adobe Acrobat Reader is needed to download this file
