Course Description
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Course Name
Marketing in Central and Eastern Europe
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Host University
Prague University of Economics and Business
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Location
Prague, Czech Republic
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Area of Study
European Studies, International Studies, Management, Marketing, Peace and Conflict Studies
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Language Level
Taught In English
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Course Level Recommendations
Upper
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
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US Credits
3 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4.5
Hours & Credits
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Overview
*Please note- this is a sample syllabus only. Specific course content and course format may alter term-to-term.
Aims of the course:
This course will review various applications of marketing concepts within the continuously changing environments in Central and Eastern European markets. This course will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and general marketingoverview in CEE business.
Learning outcomes and competences:
Upon successful completion of this course, student will be able to explain what marketing and what decisions marketers have to do, describe basic factors of marketing environment, explain the basic principles of segmentation, describe and explain the marketing mix. All this in context of CEE.
Course contents:
- Marketing - definition and principles
- Marketing environment
- Marketing research
- Segmentation and targeting
- Brand and positioning
- Product policy
- Price policy
- Distribution policy
- Communication mix
- International marketing
- Marketing planning
Assessment methods (weighing):
- Daily attendance Participation – lecture / seminar / excursion = 20%
- Mid-term test = 40%
- Final presentation = 40%
- Total = 100%