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Lecturer(s)
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Chovancová Miloslava, doc. Ing. CSc.
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Kosina David, Ing. Ph.D.
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Course content
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Introduction to marketing. The role of marketing in the economy Evolution of marketing Strategic planning and marketing process Marketing environment, ethics and social responsibility Customer behaviour Segmentation and segmentation approaches Product and product strategies Price and pricing strategies. Distribution and distribution process Integrated marketing communication CRM - Customer Relationship Management New trends in marketing
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Learning activities and teaching methods
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Lecture, Group work
- Homework for Teaching
- 20 hours per semester
- Attendace
- 26 hours per semester
- Preparation for the Course Credit
- 20 hours per semester
- Semestral Work
- 24 hours per semester
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Learning outcomes
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The aim of the course is familiarization with the basis of marketing and understanding of modern marketing principles in an increasingly marketing environment. To explain the concept of marketing and basic marketing terms (4P - product, price, communication mix, distribution, market research, segmentation, purchase behavior etc) necessity for the success of modern business. The course deals with the systematic approach in the marketing management of the business enterprise.
Orientation in definitions and basic terminology, conditions and objectives of marketing ? including its history and development.
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Prerequisites
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No special prerequisites requires.
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Assessment methods and criteria
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Seminar Work, Written exam
Final project Credit test Conditions for obtaining the credit: submission of the semestral project in due course and passing the credit test at the proper time.
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Recommended literature
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KOTLER, Philip, KELLER, Kevin Lane. (2013). Marketing management.. Praha.
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KOUDELKA, J. (2018). Spotřebitelé a marketing. C. H. Beck.
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PERREAULT, W. D. , McCARTHY, E.J. (2022). Basic Marketing. McGraw-Hill.
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