• 1st study year
• 2nd semester
• English
• Students’ engagement: Preparation of an international marketing plan by team work
• Pre-requisite course: Marketing

Students have to got acquainted with principles of international marketing relations in order to create marketing plan for international business penetration.

1. hour: The global marketplace and global agri-food market
2. hour: Creating competitive advantage
3. hour: Structure of the marketing plan
4. hour: Objectives
5. hour: Introduction to the company and the product
6. hour: Description of the marketing strategy
7. hour: Macroeconomic description of the target country
8. hour: Description of the target market
9. hour: SWOT analysis
10. hour: Setting long and short term objectives
11. hour: Short term tactical steps
12. hour: Long term steps
13. hour: Short term action plan: product policy
14. hour: Short term action plan: price policy
15. hour: Short term action plan: distribution policy
16. hour: Short term action plan: communication policy
17. hour: Long term action plan
18. hour: Budgeting 1.
19. hour: Budgeting 2.
20. hour: Controlling

• Development of a marketing plan based on a real business data by team work.

Writen. Group project: Marketing plan for an international market based on real data.

1. Kotler, P., Armstrong, G., 2005. Principles of Marketing. 11th Ed. Pearson Books, UK
2. Kárpáti, L., 2006. Marketing Plan – Practical Guide. Published by University of Debrecen

1. Czinkota, M.R., Ronkainen, I.A., 2001. International Marketing. 6th Ed. Harcourt College Publisher, Fort Worth, USA
2. Bradley, F., 1991. International Marketing Strategija. Prentice Hall International, Hemel Hempstead, UK