| Course title | Marketing 1 |
|---|---|
| Course code | KAE/MKE1 |
| Organizational form of instruction | Lecture + Lesson |
| Level of course | Bachelor |
| Year of study | 2 |
| Semester | Winter and summer |
| Number of ECTS credits | 3 |
| Language of instruction | Czech |
| Status of course | Compulsory, Compulsory-optional |
| Form of instruction | Face-to-face |
| Work placements | This is not an internship |
| Recommended optional programme components | None |
| Lecturer(s) |
|---|
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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
|
| Learning activities and teaching methods |
Lecture, Activating (Simulations, Games, Dramatization)
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| Learning outcomes |
|
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. |
| Prerequisites |
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There are no required course prerequisites.
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| Assessment methods and criteria |
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Seminar Work, Written exam
Final project Conditions for obtaining the credit: a project submission in due course. |
| Recommended literature |
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| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester | |
|---|---|---|---|---|
| Faculty: Faculty of Arts | Study plan (Version): Vietnamese for Professionals (2024) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2023) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2023) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): - (2024) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): - (2024) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Italian Language and Culture (2021) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2019) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2019) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Italian Language and Culture (2020) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2019) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Italian Language and Culture (2021) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Winter |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2023) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Winter |