|
Lecturer(s)
|
-
Chovancová Miloslava, doc. Ing. CSc.
-
Kosina David, Ing. Ph.D.
|
|
Course content
|
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, Dialogic Lecture (Discussion, Dialog, Brainstorming), Activating (Simulations, Games, Dramatization)
- Attendace
- 26 hours per semester
- Preparation for the Course Credit
- 10 hours per semester
- Semestral Work
- 20 hours per semester
- Homework for Teaching
- 4 hours per semester
|
|
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
|
There are no required course prerequisites.
|
|
Assessment methods and criteria
|
Seminar Work, Written exam
Final project Conditions for obtaining the credit: a project submission in due course.
|
|
Recommended literature
|
-
KARLÍČEK, M. (2013). Základy marketingu. Praha: Grada.
-
KOTLER, Philip, KELLER, Kevin Lane. (2013). Marketing management.. Praha: Grada.
-
KOUDELKA, J. (2018). Spotřebitelé a marketing.. C. H. Beck.
-
PERREAULT, W. D. , McCARTHY, E.J. (2002). Basic Marketing. McGraw-Hill.
-
SOLOMON, M. R. , MARSHALL, G. W., STUART, E.W. (2006). Marketing očima světových manažerů. Brno: Computer Press.
|