|
Lecturer(s)
|
-
Přívratská Dana, Ing.
-
Tuček Jiří, doc. Mgr. Ph.D.
|
|
Course content
|
1. The essence, concept and function of marketing: Marketing management; Marketing environment; Customer buying behavior; Purchase behavior of customers, organizations. 2. Market segmentation: process, stages, marketing research, marketing research methods, 3. Marketing mix ? concept, components. 4. Product marketing concept: product life cycle, product innovation in marketing 5. Marketing concept of price: factors affecting price formation, methods of price formation. 6. Marketing communication ? concept, components; international marketing. 7. Distribution: types and functions of distribution intermediaries, marketing distribution systems. 8. Marketing and Public Relations. 9. New forms of marketing: Guerilla marketing and viral marketing. 10. Marketing on the information technology market. 11. Social, macro-social aspects of marketing. 12. Ethical aspects of marketing. 13. Current events on the IT market; situation analysis; marketing plans and their individual elements
|
|
Learning activities and teaching methods
|
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities
- Contact teaching
- 26 hours per semester
- Home preparation for classes
- 26 hours per semester
- Preparation for a credit (assessment)
- 26 hours per semester
- Writing a seminar paper
- 13 hours per semester
|
|
Learning outcomes
|
The aim of the subject is to equip the student with basic knowledge in the field of marketing. After completing the course, the student demonstrates knowledge of the marketing environment, marketing planning and management, Public Relations and ethical aspects of marketing.
Student will acquire essential view of the significance of marketing in the frame of company management and individual marketing activities in connection with company competitivness.
|
|
Prerequisites
|
Student should have the essential knowledge of basic economical concepts in business context.
|
|
Assessment methods and criteria
|
Written examination, Home assignment evaluation
The credit is granted upon attendance at seminars and completion of the seminar team project. The examination is written.
|
|
Recommended literature
|
-
KOLEKTIV AUTORŮ. Základy marketingu VŠE. Praha, 1999. ISBN 80-7079-527-1.
-
Kotler, Philip. Marketing management. Praha: Grada, 2007. ISBN 978-80-247-1359-5.
-
Kotler, Philip. Marketing podle Kotlera : jak vytvářet a ovládnout nové trhy. Praha: Management Press, 2000. ISBN 80-7261-010-4.
-
Levinson, Jay Conrad. Guerilla marketing. Brno: Computer Press, 2009. ISBN 978-80-251-2472-7.
-
ZAMAZALOVÁ, M.:. Marketing. 2. přepracované a doplněné vydání. Praha: C.H.Beck, 2010.
|