03.03.

2022

International Marketing

Prof. UEK dr hab. Marek Szarucki,

PhD

Contact Information
Dr hab. Marek Szarucki, PhD
 Associate Professor in the Department of
Strategic Analysis
 Office: Building B, room 272

 Office hours: Tuesday 11.30-13.00

 Phone: (12) 293 5548

 Email: marek.szarucki@uek.krakow.pl

szaruckm@uek.krakow.pl
 Moodle Platform: https://e-uczelnia.uek.krakow.pl,
International Marketing

Syllabus
1. Introduction to International Marketing
2. Cultural Environment and International
Marketing
3. International Economic Environment
4. Assessing International Opportunities through
Marketing Research
5. International Market Entry Strategies and
Product Adaptation
6. International Pricing Strategies
7. Channels of International Distribution
8. International Communication and Promotion
9. International Marketing Plan

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Bibliography
1. D.W. Baack, E.G. Harris, D. Baack, International
Marketing, Sage, London 2013
2. D.A. Aaker, D. McLoughlin, Strategic Market
Management. European Edition, Wiley & Sons,
West Sussex 2007
3. A. Burns, R.F. Bush, Marketing Research. Online
Research Applications, international edition, 4th
edition, Prentice Hall, Upper Saddle River 2003
4. J.F. Hair, A.H. Money, P. Samouel, M. Page,
Research methods for business, Wiley & Sons,
West Sussex 2007
Other selected papers/cases will be available on the
Moodle Platform

Assessment policy
 Written examination 50% (of the total
grade):
• multiple choice questions (one correct)
• Duration: 10 minutes
• Max. points – 70, min. for „pass” 35 points.
 Written Team-Project 30%
 Active in-class activity (online) 20%
 Project presentation 10% (top projects only!)

Grading
Points Grade

101 > 5,5

91-100 5.0

81-90 4.5

71-80 4.0

61-70 3.5

51-60 3.0

<51 2.0

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Assignment
1. Main aim: to develop a marketing strategy
introducing new product/service in a foreign
country (e.g. Polish regional cheese
„oscypek” in France)
2. Team Project’s Goal: to provide the student
the opportunity to develop an understanding
of the tasks, procedures, and methods of
analysis used by a marketing expert in
attempting to determine the feasibility of
selling a product in a foreign country and to
find out the market potential of that product
in a specific region of the world

Assignment
Instructions:
1. Form an international team (4-6 students)
2. Choose a product category that is presently
being manufactured domestically
3. Select a country that you think may have a
need for a product chosen (conduct its
market potential analysis –
macroenvironment analysis)
4. Prepare a marketing strategy (based on
4P) describing the product’s potential in the
selected market
5. Deadline to submit a report online: 15th of
May

Team Project: Guidelines for analysis

 Country Macroenvironment: (economic, legal,
cultural, political/economic risks)
 Product: (description, uses, benefits, cost, typical
consumer, current phase in product life cycle,
technological considerations, will it be
standardized or adapted)
 Geographic Description of Market: (major
nation(s) or selected region, maps, basic
information)
 Demand evaluation: (based on consumption and
rate of use data for the product selected, utilize
demographic data, industrial statistics, GDP, etc.
to determine the approximate total potential level
of consumption for the product selected)
 Competition: (determine the level of competition
to be encountered for your product in this market)

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Team Project: Guidelines for analysis

 Transportation: (analyse possible methods

of shipment – speed, cost, safety,
flexibility)
 Channels of distribution: (describe the
final users of the product, how the product
will get from producer to them)
 Promotion: (analyse the media available,
coverage of different media, restrictions
for advertising)