1. General marketing terminology. - Marketing, human need, wish, demand, goods, value, exchange, transaction, market, strategy, tactics. 2. Definition and conception of marketing. - Sense in marketing, what is marketing doing? , marketing conceptions and differences between them, importance of marketing and its position in a company, presumptions for marketing activities - conditions for an exchange. - A case study: "Nike: it is not about the shoes, but where they can get you!" 3. Development of business conceptions. 4. Strategy of the market segmentation. - Market segmentation, market targeting, market placing. 5. Marketing philosophy. - Order among competitors. - Range of the business interest sphere. - Territorial activities. - Amount of the own shares. 6. Marketing analyses. - Marketing milieu - analyses of the internal and external milieu. - Micro-environment and macro-environment - consumer market analyses, customer analysis - factor influencing behaviour and procedure of decisions of the customers, competition analyses. - A case study: "Bernard brewery". 7. SWOT analyses. - Procedure of analysing weak and strong aspects of the company, opportunities and threads. - A case study. 8. Marketing strategy and realization. - Strategy of marketing offer. 9. Marketing mix. - Product (a good or service) - as the mean to satisfy the needs, consumer goods, means of production, brand, logo, cover, additional services, life cycle of the product - life cycle curve of the product, possible ways to upsurge the life cycle curve of the product, development of the profit, costs and other variables (using different ways to support the sale) during the life cycle of the product, management and the process of creating a new product, portfolio of products - Boston matrix. 10. Marketing mix. - Price - the importance of price, ways how to set the price, strategies of price assessment. 11. Marketing mix. - Promotion - commercial, methods to support the sale, public relations, personal sale. - Placement. - People. - Processes. - Physical evidence. - Package. - Partnership. - Task: describe the marketing of a selected product, define the motto and suggest a solution. 12. Marketing planning.
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Provide knowledge of marketing and the marketing process in a changing world. Introduce the basic concepts of marketing, marketing philosophy and strategies, different business concepts and tools of marketing management. Get an overview of the methods of marketing, its integration into the organizational structure of the institution, its status and functions.
- Student knows the basic terminology of marketing and marketing conceptions. - Student names marketing philosophies and describes differences between them. - Student defines some kinds of marketing analyses and describes their basic characteristics - Student identifies the strong and the weak aspects of the company, opportunities and threads. - Student characterizes marketing tools used in individual companies. - Student analyses marketing tools used in individual companies, assesses their efficiency, and suggests appropriate solution towards more efficient company management.
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Boučková, J. a kol. Marketing. Praha, C.H.Beck 2003.
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Chmel, Z. (1997). Propagace, public relations, média.. Brno: Ante.
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KOTLER, P. Marketing podle Kotlera. Management Press, Praha 2000..
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Zlámal, J. (2005). Marketing firmy. UP, Olomouc.
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ZLÁMAL, J. Marketing. Speciálně připravený distanční studijní text..
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