INTERNATIONAL NEGOTIATING (96hours)
International Marketing And Negotiating
Responsible lecturer: Anita Proszowska, Phd.
Lecture 12 h, Case Studies12 h
Subject of the lecture:
multinational and global marketing understanding, elements of the international environment and their effects on international marketing practice, standardization and diversification decisions, international marketing mix, country of origin’s effect, international product life cycle, cultural differences between nations and their influence on international marketing.
Program:
- Basic terms connected with international marketing
- Common issues and differences between global marketing and international marketing.
- Environmental factors affecting international marketing.
- Market research on the international market.
- Segmenting the international market.
- Standardisation and diversification in international marketing
- Ways of entering international markets: exporting, joint-venturing, licensing, contract manufacturing and direct investment, etc.
- International marketing decisions:
- product policy and planning,
- international pricing strategy,
- international channels of distribution,
- international advertising,
- multinational sales management and foreign sales promotion.
- Global product strategy – launching new products on the international market. What does really mean: global company, global strategy, global product and global production?
- Cultural differences between European countries – how to improve business communication?
- Influence of product country of origin’s image on customers buying decisions.
- Business negotiation in different countries all over the world: Asia, North and South America and Europe.
Competences:
After that course student:
- is able to define terms connected with international marketing;
- is able to describe international marketing research and segmenting process;
- is able to compare ways of entering international markets;
- is able to create frame of the international marketing strategy;
- can explain difficulties connected with cultural differences, stereotypes and country of origin effects;
- can prepare project of negotiations between different nations from different countries.
Lecture Bibliography (basic positions) :
- Armstrong G., Kotler Ph., Principles of Marketing, Prentice Hall International, Inc. New Jersey 2001.
- Chetty S., Dzever S., Quester P., Country of origin perception and industrial purchase decision-making in New Zealand, European Journal of Purchasing & Supply Management 5 (1999), p. 185-196.
- Cotton D., Robbins S., Business Class, Longman, China 1999.
- Czinkota M. R., Ronkainen I. A., International Marketing, Harcourt College Publishers, USA 2001.
- Jain S.C., International Marketing Management, PWS-Kent Publishing Company, Boston 1987.
- Manrai L. A., Lascu D.-N., Manrai A. K., Interactive effects of country of origin and product category on product evaluations, International Business Review 7 (1998), p. 591-615.
- Pilbeam A., International Management. Business English, Pearson Education Limited England 2000.
- Verlegh P. W. J., Steenkamp J.-B. E. M., A review and meta-analysis of country-of-origin research, Journal of Economic Psychology 20 (1999), p. 521-546.
Anita Proszowska, Ph.D. [aproszow@zarz.agh.edu.pl], AGH – University of Science and Technology Faculty of Management, more than 50 scientific publications, main scientific research activity: consumer buying behaviour, buying motivations, promotion tools (especially trade fairs and exhibitions), international marketing, cultural differences between nations.
Business-to-business marketing
Responsible lecturer: Ewa Prymon-Ryś, Phd.
Lectures 12 h, Exercises 12 h
Subject of the lecture:
The purpose of this course is to gain knowledge and comprehension of the area of business-to-business marketing. The students will develop an understanding of factors determining demand in business-to-business markets, managing industrial enterprises in the business-to-business environment, and planning future marketing activities. The students will have an opportunity to examine how companies operate as network partners and how they build relationships in business-to-business markets.
The use of the Internet in business-to-business marketing will also be exposed in this course.
Program:
1. Understanding the Business-to-Business Environment
1.1 Basic differences between Business-to-Business Marketing and Business-to- Consumer Marketing
1.2 Business-to-Business Relations
1.3 Characteristics of other “non-consumer markets”
1.4 Elements of B2B marketing-mix
2. Analysing factors determining the demand in Business-to-Business markets
2.1 The concept of derived demand
2.2 The concept of joint demand
2.3 Methods of predicting demand in Business-to-Business markets
3. Institutional buying behaviour
3.1 Models Of Institutional Buying Behaviour
3.2 The Organisational Buying Process
3.3 The Buying Centre
3.4 Understanding Buying Motivations in Business-to-Business markets
4. Segmentation of the in Business-to-Business markets
4.1 Segmenting in Business-to-Business markets
4.2 Institutional purchasing characteristics
5. The marketing research in Business-to-Business markets
5.1 Primary and secondary data in examining in Business-to-Business markets
5.2 Methods of desk and field research applied to in Business-to-Business markets
Competences:
Students can define and explain differences between business and consumer markets.
Students can identify and apply sufficient marketing tools with the regard to a specific situation of an industrial enterprise. Students can analyse business-to-business relations between trade partners. Students can describe the process of segmenting – targeting – positioning in the business market. Students can design a marketing offer for an industrial company on the basis of a selected case study.
Students’ evaluation:
Students will be graded on the basis of:
· quizzes (30%)
· case studies – group assignments (30%)
· final project (40%).
Lecture Bibliography (basic positions) :
· Michael D. Hutt, Thomas W. Speh, Business Marketing Management: A Strategic View of Industrial and Organizational Markets
· Robert R. Reeder, Edward G. Brierty, Betty H. Reeder, Industrial Marketing: Analysis, Planning, and Control
· Philip Kotler, Marketing Management
· Additional readings prepared for the course
Ewa Prymon-Ryś, Ph.D. in Marketing Management, AGH University of Science and Technology, Faculty of Management, Krakow, Poland
Research interests: Business-to-Business marketing, Distribution and Channel Management, Marketing Strategy Planning
Teaching interests: Marketing Management, Principles of Marketing, Industrial Marketing, Distribution, Retailing, Strategic Marketing, Service Marketing, Insurance Marketing
Publications: 40 articles, 2 books
ECONOMICS
Responsible lecturer: Professor Leszek Preisner, PhD, MA (Economics)
and Dr Anna Dubel, PhD, M.Sc., Eng.(Management)
Lecture 12 h, Case Studies 12 h
Subject of the lecture:
The main goal of this course is to inform our international students (Mexico), visiting Poland, about the most important economic, social, environmental problems which are typical for transition period in our country as well as for Central and Eastern Europe. Lectures are the mixture of economic theory and practice to show how theoretical approach could be verified by practical solutions. Special attention is paid for economic integration between Poland and European Union, by showing challenges and limits of this complicated process. Also cultural differences, with focus on business culture differences are presented and discussed during lectures and seminars.
For many reasons economic problems of Poland are quite similar to Mexican as well as to Latin American, mostly because of the level of economic development, demographic problems, cultural similarities, and economic integration.
Program:
Introduction to National Economy of Poland
1.1. Economic History of Poland
1.2. Background of Economic Basic Problems
1.3. Overview of Macroeconomic Issues
Economic Growth and Development
2.1. Definitions
2.2. Measures of economic Activity
2.3. Relations between Economic Growth and Development
2.4. International Comparative Analysis
Factors of Production
3.1. Land
3.2. Labor
3.3. Capital
3.4. Entrepreneurship
3.5. International Comparison
Role of Government
4.1. History of Economic Thought
4.2. Main Schools in Economics
4.3. Public Sector vs. Private Ownership
4.4. Economic Systems
Environmental Limits and Factors for Economic Growth and Development
5.1. Components of the Environment
5.2. Natural Resources – Its Location and Scarcity
5.3. Environmental Economics and Management
5.4. Environmental Regulations
5.5. Environmental Awareness and Education
International Economic Integration
6.1. Tendency for Economic Integration or Separation?
6.2. Historical and Present Examples of Economic Integration
6.3. European Economic Community and European Union
6.4. Poland and European Union
6.5. The Future for European Union and Economic Integration Generally
6.6. Single European Currency – Possible Scenarios
6.7. Regionalism
6.8. North American Free Trade Agreement
6.9. Latin American Free Trade Association and Mercosur
International Business Culture
7.1. Going Internationally
7.2. Bridging the Culture Gap
7.3. Manage the Cultural Assignment
7.4. Adjustment to a New Culture
7.5. Welcome Home Stranger
7.6. To Build an International Business Team
Competences: to complete
Recommended Bibliography (basic positions) :
1. Samuelson P. A., Nordhaus W. D.. Economics, 16tn ed.. Irwin McGraw-Hill, 1998
2. Schnitzer M. C, Comparative Economic Systems, 7th ed.. Virginia Polytechnic Institute, 1996.
Professor Leszek PREISNER, PhD, M.Sc. (Economics), AGH University of Science and Technology, Krakow, Poland, Faculty of Management, Head of the Department of Economics, Finance and Environmental Management. Author of 6 books and 71 publications.
Main scientific research activities: Economics, Micro- and Macroeconomics, Environmental Economics and Management, International Economic Integration, Poland in Socio-Economic Transformation.
Member of:
– European Association of Environmental and Resource Economists;
– International Society for Business Education and president of Polish Chapter;
Visiting Professor at: College of Business and Public Affairs, Murray State University, Murray, Kentucky, USA; Department of Economics, University of Oulu, Oulu, Finland; Bocconi University, Milan, Italy; Queen’s University, Kingston, Ontario, Canada.
E-mail contact: preisner@zarz.agh.edu.pl
Dr Anna DUBEL, PhD, M.Sc, Eng. (Management), AGH University of Science and Technology, Krakow, Poland, Faculty of Management, Department of Economics, Finance and Environmental Management. Author of 44 publications.
Main scientific research activities: Economics, Micro- and Macroeconomics, Environmental Economics and Management, International Economic Integration.
Member of:
– European Association of Environmental and Resource Economists;
– International Society for Business Education and treasurer of Polish Chapter.
E-mail contact: adubel@zarz.agh.edu.pl
General management
Responsible lecturer: Pawel Filipowicz, Ph.D.
Lecture 16 h, Case Studies + Company Visit 8 h
Subject of the lecture: Management process model, European and U.S. approach, international and polish perspective on company strategy model conception, globalization and its consequences on polish companies, strategic management – models evolution from financial to customer orientation, modern trends in management – European point of view, international strategy model- foreign investment in Poland – case studies and visit the foreign companies acting in the Krakow region – theory vs. business reality discussion
Program:
Theoretical Bases of General Management
1.1. Historical Evolution of Management Theory
1.2. Organization Models Review
1.3. Life Cycle of Organization
1.4. Organization’s Structures
1.5. Management Process – Models Presentation
Management process
2.1. Functional Approach
2.2. External Environment Impact on Company Management
2.3. Planning Systems
2.4. Long Range planning
2.5. Strategic Planning
Strategic Management
3.1. Strategies – Models presentations
3.2. Strategic Analysis Methods
3.2.1. Success Key Factors
3.2.2. S.W.O.T Analysis
3.2.3. Mc Kinsey Matrix
3.2.4. BCG Matrix
Globalization in Management
4.1. Value chain
4.2. Development of Global Corporations
4.3. Global Strategic Planning
4.4. Competitive Strategies in Foreign Markets
4.5. Mergers & Acquisitions Strategies
17. New Trends in Management
5.1. Crisis of Classical Approach in Management
5.2. Lean Management
5.3. Business Process Reengineering
5.4. Core Strategy
5.5. Business Process Management
Competences: knowledge of differences between european and u.s.managment style, knowledge of international strategy characteristics concerning the modes of market implementation. Practical use of chosen management tool in the context of polish companies development
Lecture Bibliography (basic positions) :
1. Machaczka J.: Zarządzanie rozwojem organizacji, PWN , W-wa K-ków 1998,
2. Strategor: Zarządzanie firmą, PWE, Warszawa 2003,
3. Martyniak Z.: Organizacja i zarządzanie, Antykwa, Kluczborg 2001,
4. Obłój K.: Strategia organizacji, PWE, Warszawa 2001,
5. Stabryła A.: Zarządzanie strategiczne, PWN, W-wa K-ków, 2000,
6. Steinmann H., Schreyogg T.: Zarządzanie,W-ctwo Politechniki Wrocławskiej, Wrocław 2001,
Paweł Filipowicz, Ph D. [pfilipow@zarz.agh.edu.pl], AGH-University of Science and Technology, Faculty of Management, 10 years company management experience – automotive and packing industry, former CEO, 50 publications, main research activity: innovation, strategic innovation process, technology management process, innovation activity in SME sector.
