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Lecturer(s)
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Kalábová Ladislava, Ing.
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Lošťáková Hana, prof. Ing. CSc.
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Jelínková Martina, Ing. Ph.D.
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Course content
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Marketing and its role in business management Different approaches to market. Customer value. Marketing environment, marketing information system B2C market and its consumer behavior B2B market and its consumer behavior Market segmentation and targeting. Positioning and marketing mix. Complex product and product politics, services, price and price politics Distribution and distribution politics Integrated communication and communication politics, forms of marketing communication
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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, Stimulating activities (simulation, games, drama)
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Learning outcomes
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The objective of this subject is to give to students a complex knowledge and skills in substance of marketing in contemporary market conditions.
The graduates are able to recognize marketing approach to the market, to analyze and evaluate market environment and position of enterprise in it, to analyze customers and competition, to make market segmentation, to make demand and sales forecasting, to set marketing plans for target markets with parts - selection of target markets, setting of marketing objectives and goals, choice of positioning strategy and strategy of marketing mix.
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Prerequisites
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Knowledge in mathematics and business economics and management on bachelor level is needed for study of the subject.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Work-related product analysis
Oral exam required. Level of acquired knowledge, approaches, as well as skills in practice application are examined. During term the knowledge is verified by twelve cases, their results are considered as a part of final classification.
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Recommended literature
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Boučková a kol. Marketing. 2003, C.H.Beck, Praha..
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Kotler P., Armstrong,G. Marketing, 2004, Grada Publishing, Praha..
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Kotler P. Marketing podle Kotlera, 2000, Management Press, Praha..
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Koudelka J. Spotřební chování a marketing.1997, Grada Publishing, Praha..
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