Marketing in Central and Eastern Europe

Prague University of Economics and Business

Course Description

  • Course Name

    Marketing in Central and Eastern Europe

  • Host University

    Prague University of Economics and Business

  • Location

    Prague, Czech Republic

  • Area of Study

    European Studies, International Studies, Management, Marketing, Peace and Conflict Studies

  • Language Level

    Taught In English

  • Course Level Recommendations


    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.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • 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%

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