International Marketing

The goal of studying this subject is for students to master the basics of international marketing and to learn the techniques of international marketing research and understand the importance of company's appearance on the international market. Students also become familiar with the features and specifications of the use of instruments of marketing mix on the international market.

Upon successful completion of this subject the students will be able to: describe the concept of international marketing and distinguish between international marketing and international trade, state and explain the processes of formal and informal international market research, explain the factors of international marketing environment, classify the criteria and conditions for the segmentation of international market, explain the elements of the marketing mix on the international market, explain the advantages and disadvantages of three basic variants of the company's appearance on the international market (export, joint ventures, direct investments), and create and manage the marketing program on the international market.

The concept and basic characteristics of the international marketing; International marketing environment; Aspects of international market research; Segmentation of international markets; Policies of instruments of international marketing mix (product, price, distribution, promotion); Basic variants of company's appearance in the foreign environment (exports, joint ventures, direct investments); Definition of international marketing program (selection of strategy); Management of international marketing program (organization, personnel, finance).

Lectures, exercises, seminar classes which include the preparation and presentation of papers, group presentations and discussions on the given topic.

Continuous evaluation of knowledge through testing, presentations of seminar papers and oral exam. Colloquium I (0-20 points); Colloquium II (0-20 points); Final exam (0-50 points); Attendance (2point); Class activities (seminar papers, discussions, case studies) (0-8 points)

Rakita, B. (2008). International Marketing. Belgrade: Faculty of Economics; Kostić, М. (2010). International Marketing. Belgrade: Faculty of Organizational Sciences; Cateora, Ph. (2002). International Marketing. McGraw Hill.