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Lecturer(s)
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Chocholáč Jan, Ing. Ph.D.
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Lejsková Pavla, Ing. Ph.D.
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Course content
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Core of marketing and its function in the company and society. Market and marketing, market categories, market subjects, market indicators. Identification of market segments, market targeting and market positioning. Marketing business environment. Marketing information system and its subsystems. Marketing research, process of marketing research. Construction of customer satisfaction with the assistance of quality, service and value. Purchase behaviour of customers and organizations. Competition analysis and behaviour of competition. Supply and demand as marketing categories. Marketing planning, process of creating marketing plan.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
- unspecified
- 10 hours per semester
- unspecified
- 15 hours per semester
- unspecified
- 40 hours per semester
- unspecified
- 20 hours per semester
- unspecified
- 5 hours per semester
- unspecified
- 30 hours per semester
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Learning outcomes
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To familiarise students with principles of marketing and methods which enable managers to search and analyze mark opportunities, forecast potential threats, identify real aims and determine appropriate marketing strategies for their achievement.
After passing this subject, the student will know marketing business concept, recognize function of marketing in the company and purchase behaviour of customers and organizations. The student will know market segmentation, market targeting, competition analysis, market supply and market demand, creating marketing plan inclusive use marketing mix.
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Prerequisites
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It's expected the knowledge from selected problems of macroeconomics and microeconomics.
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
The student must prove during the semester and also by the exam, that he/she understands solving business and marketing cases, application of the marketing business philosophy, basic market categories and marketing plan processing. The tutor will notify the concrete requirements to the students within the first week of the semester.
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Recommended literature
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Foret M., Slávková J. Marketingový výzkum. Praha, 2003.
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Kotler, Philip. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Řezníček B., Šaradín P. Marketing v dopravě. Praha:Grada, 2001.
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Světlík J. Marketing, cesta k trhu. Zlín, 2005. ISBN 80-6280-400-4.
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Wessling, H. Aktivní vztah k zákazníkům pomocí CRM. Praha, 2002.
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