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Lecturer(s)
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Kantorová Kateřina, Ing. Ph.D.
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Course content
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Basic principles and conceptions of marketing. Basic principles and definition of marketing, diferences in foreign countries and in Czech republic. Marketing management. Stages of marketing management. Ethic aspects of the marketing. Creativity of the sellers, personal and moral characteristics, interrelationship. Marketing environment. Macro and micro environment, foreign environment of the company. Strategy of the marketing. The basic delimitation and types of the marketing strategies. SWOT analysis. Small Business Units. Marketing research. Marketing infomation system. Marketing research. Market segmentation. Consumer behaviour and its proceeding. Tools of marketing mix - basic and expanded variants. Product, product life cycle. Price and its part in marketing. Inner and outer factors which influence the price. Distribution channels, their sense and role. Marketing communication. Social aspects of marketing.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
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Learning outcomes
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This subject describes historical development, basic conceptions, main principles and instrument sof marketing. It also includes market opportunities analysis, market segmentation, marketing mix, marketing strategie and portfolio analysis.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
Assignment: Participation in lessons. Seminar work processing. Alternative assignment: Processing and defence of seminar work. Exam: Written, eventually oral.
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Recommended literature
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Armstrong, Gary. Marketing. Upper Saddle River: Pearson Education, 2005. ISBN 0-13-127312-4.
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JOBBER, D.:. Principles and Practice of Marketing. Berkshire: McGraw-Hill, 2004. ISBN 807226558X.
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KOTLER, P., ARMSTRONG, G.:. Principles of Marketing. 10th ed. New Persey: Upper Saddle River - Pearson Education, 2004. ISBN 80247000166.
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KOTLER, P., KELLER, K.:. Marketing Management. 12th ed. New Persey: Upper Saddle River - Pearson Education, 2006.
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PALMER, A.:. Introduction to Marketing: Theory and Practice.. Oxford: Oxford University Press,, 2004. ISBN 8072262511.
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