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Lecturer(s)
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Course content
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Market and competitive advantages. Marketing strategy. Marketing management within company business activities. The main principles of marketing management. Creation and implementation of marketing and business strategies. Setting and optimizing of company business processes. Marketing and business plans. Management of business activities. Marketing communication. CRM - Customer Relationship Management. Marketing audit. Usage of ICT within marketing communication.
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Learning activities and teaching methods
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Dialogic (discussion, interview, brainstorming), Methods of individual activities
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Learning outcomes
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The aim of the course is to acquaint the students with content, principles and methods of marketing management particularly within small and middle size companies and to extend basic knowledge of marketing.
The students acquire practical knowledge of marketing management and basic knowledge of ICT market.
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Prerequisites
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Student should be oriented in basic marketing problems.
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Assessment methods and criteria
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Written examination, Home assignment evaluation
The credit is granted upon completion of the following conditions: attendance at lectures and seminars and completion of given tasks. The final assignment is created by the results of seminar tasks and completion of a final project.
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Recommended literature
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Blažková, M. Jak využít Internet v marketingu. Praha: Grada Publishing, 2006.
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Havlíček, K. Kašík, M. Marketingové řízení malých a středních podniků. Management Press. Praha 2006.. Praha: Management Press, 2006.
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Kotler, P. Armstrong, G. Marketing. Praha: Grada Publishing, 2004.
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MEFFERT, H.:. Marketing management. Praha: Grada Publishing, 1996.
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Spáčil, A. Jak pečovat o zákazníky.. Praha: Grada Publishing, 2006.
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