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Lecturer(s)
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Chocholáč Jan, Ing. Ph.D.
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Kudláčková Nina, Ing. Ph.D.
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Course content
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Marketing instruments and their applications. Product, life cycle of product. Price, factors of price making, methods of price making. The production and manage of marketing ways. Instruments of communications mix - advertisement, sales promotions, personal selling, public relations. The human factor like element of the marketing mix. Processes like element of the marketing mix. Direct marketing and the electronic marketing. Basic decision making in the international marketing. The organization and management of marketing on the premises. Appraisal of results of the marketing activities - the marketing verification and audit. Marketing of services, specificity of the services and their influence over the marketing. Marketing and quality transport services. Customers relationship management, metering of consumers satisfaction.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Methods of individual activities, Skills training
- unspecified
- 8 hours per semester
- unspecified
- 52 hours per semester
- unspecified
- 10 hours per semester
- unspecified
- 15 hours per semester
- unspecified
- 50 hours per semester
- unspecified
- 15 hours per semester
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Learning outcomes
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To make students with the marketing instruments - product, price, distribution, sales promotions, staff and processes. Below with the direct marketing and the online marketing, international marketing, marketing services. Acquaint with the organization and management of marketing activities, marketing verification and audit and Customer Relationship Management.
The student will understand for more detail separate marketing instruments at sequence to piece of knowledge from "Marketing I". Their exercitation in the entrepreneurial activities, direct marketing, organization and manage marketing. He is able to understand relationships between marketing and quality and production of value for the consumer.
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Prerequisites
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It is assumed knowledge of the Marketing I and other selected problems from the management and economy of the company.
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
The student must approve knowledge during semester and at the final examination understanding exercise of marketing instruments form model of the 6P, organize and manage marketing activities in company at sequence to requirements qualities. The tutor will notify the concrete requirements to the students within the first week of the term.
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Recommended literature
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Bureš, Ivan. 10 zlatých pravidel péče o zákazníka, aneb, CRM v digitálním věku. Praha: Management Press, 2006. ISBN 80-7261-149-6.
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Hendl, Jan. Kvalitativní výzkum : základní teorie, metody a aplikace. Praha: Portál, 2012. ISBN 978-80-262-0219-6.
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Janouch, Viktor. Internetový marketing : prosaďte se na webu a sociálních sítích. Brno: Computer Press, 2010. ISBN 978-80-251-2795-7.
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Kotler, Philip. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Palmer, Adrian. Principles of services marketing. Maidenhead: McGraw-Hill Higher Education, 2011. ISBN 978-0-07-712951-4.
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Patalas, Thomas. Guerillový marketing : jak s malým rozpočtem dosáhnout velkého úspěchu. Praha: Grada, 2009. ISBN 978-80-247-2484-3.
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Řezníček, Bohumil. Marketing v dopravě. Praha: Grada, 2001. ISBN 80-247-0051-4.
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Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. Praha: Grada, 2008. ISBN 978-80-247-2721-9.
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