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Lecturer(s)
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Kotíková Halina, Ing. Ph.D.
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Mastík Jiří, Mgr.
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Course content
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Definition of the term marketing. The development of marketing. The definition of basic terms. - Marketing mix. - Product. A complex product and its components. The life cycle of a product. The creation of an assortment. - Distribution. Distribution articles/links and distribution routes. Types of wholesale and resale by a retailer and their organization. - Price as a marketing instrument. Ways of setting and changing prices. - Marketing communicative mix. Advertisement. Direct marketing and Sale Support. Personal Selling. - A marketing information system. Sources of data. Market research. Qualitative and quantitative research. - Marketing analysis. SWOT analysis. - Targeted marketing. Segmentation of a market, the basis thereof and the criteria for the segmentation of a market and its advantages. Market targeting and market location. - Examples of marketing strategies. -Viral marketing, guerrilla marketing, internet and mobile marketing
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming)
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Learning outcomes
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This course presents a complete overview of the basic principles and use of marketing. It presents marketing tools and their use and acquaints students with current trends in marketing.
Upon completion of the course, students will: - master of basic marketing terminology, - be familiar with the basics of marketing, - know individual marketing tools and ways of using them, - orient themselves in new marketing trends.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Student performance, Seminar Work, Written exam
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Recommended literature
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