Study program:

Academic level and semester:

Bachelor, 2^nd semester

ECTS credits/workload per semester:

4 / 100

Contact hours per week/contact hours per semester:

3 / 35

Type/Teaching method:

Frequency:

Lecturer:

Content:

This course provides students with a comprehensive understanding of key concepts and practices in marketing and international business. It equips participants with the essential skills to plan, manage, and execute business activities in a global context.

Core topics include:

• Business Planning: Developing strategic and operational plans to guide company growth and success.

• Project Management: Applying professional project management methods to efficiently plan, control, and implement projects.

• Marketing: Understanding market analysis, customer needs, and strategic marketing tools to compete successfully.

• Intercultural Management: Gaining the competencies needed to navigate cultural differences and manage diverse teams effectively.

• International Human Resource Management: Learning how to recruit, develop, and lead employees in an international environment.

As a core part of the course, students will work on a practical case study and develop a comprehensive marketing plan that applies the knowledge and methods learned throughout the course.

By the end of the course, students will be able to manage international projects, develop marketing strategies for global markets, and lead cross-cultural teams with confidence.

Textbooks:

Armstrong, Gary/Kotler, Philip (2012): Marketing: An Introduction, 11th ed. Harlow: Pearson Education; Gaspar, Julian et al. (2006): Introduction to Business: Boston/New York: Houghton Mifflin; Hofstede, Geert H. & Hofstede, Gert J. (2005). Cultures and Organizations: software of the mind (revised and expanded 2nd ed.) New York: McGraw-Hill;Trompenaars, Fons & Hampden-Turner, Charles (2012); Riding the waves of culture: Understanding Diversity in Global Business (revised and updated 3rd ed.); London & Boston: Nicholas Brealey Publishing; Ting-Toomey, Stella (1999). Communicating across cultures; New York & London: Guilford Press; Dowling, P., Festing, M. & Engle A. D. (2013), International Human Resource Management (sixth ed.). Hampshire: Cengage Learning

Restrictions:

Assessment: