N_PH_MMA_k International Marketing

NEWTON University
winter 2026
Extent and Intensity
0/0. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Mgr. Martin Pekarovič (lecturer)
Mgr. Martin Pekarovič (seminar tutor)
Guaranteed by
Mgr. Martin Pekarovič
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
N_PH_MMA_k/01: Sat 10. 10. 13:00–17:50 PH Učebna 09, Sun 22. 11. 8:45–11:55 PH Učebna 03, M. Pekarovič
Prerequisites (in Czech)
(!N_BA_MMA_p International Marketing) && (!N_BA_MMA_k International Marketing) && (!N_BR_MMA_p International Marketing) && (!N_BR_MMA_k International Marketing) && (!N_PH_MMA_p International Marketing) && (!N_PH_MMA_k International Marketing)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course aims to further develop students’ knowledge and skills in applying a market-oriented approach, with a focus on international markets. It introduces students to the fundamental concepts of international marketing, the international environment and its impact on international business, aspects of international marketing research, strategic planning and growth strategies in international marketing, and the modes of entry companies use to access international markets. The course also covers international market segmentation, target market selection and positioning, followed by international brand strategy and the international marketing mix.
Syllabus

Main course topics

  1. The nature and significance of international marketing and approaches to it
  2. International marketing research
  3. Strategic planning and growth strategies
  4. International branding
  5. Modes of entry into international markets
  6. Target market segmentation, target market selection and positioning
  7. Distribution policy
  8. Product localisation versus globalisation
  9. International marketing communications
  10. Sales and marketing integration, performance measurement
  11. International pricing policy
  12. Trends and summary

Assessment methods

1. Course credit


Students must earn at least 10 points to obtain course credit.


Active participation in seminars earns 1 point per session, up to a maximum of 6 points. A minimum of 4 points is required.


Students must prepare and present a case study on A company’s marketing strategy for entering a foreign market. The case study is completed in groups of 4 – 6 students and must focus on a specific company, use specific data and follow a structure based on the topics covered in the course. A maximum of 12 points is available. Students must earn at least 50% of the available points for the case study.


Presenting a recent development in international marketing during a seminar earns up to 2 points.


Bonus points can also be earned during classes.


2. Online test


To be eligible to take the online test, students must have obtained course credit and earned at least 10 points.

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/N_PH_MMA_k