|
Lecturer(s)
|
-
Lošťáková Hana, prof. Ing. CSc.
-
Jelínková Martina, Ing. Ph.D.
-
Kalábová Ladislava, Ing.
|
|
Course content
|
Basic conception of marketing. Strategic marketing management of a company. Customer analysis. Market segmentation. Analysis of competition. Analysis of marketing macroenvironment. Estimate of market demand and appreciation of market segments attractiveness. Choice of target markets, definition of marketing goals, statement of positioning. Strategy definition for particular elements of marketing mix. Product and service decision making. Price policy decision-making. Distribution decision-makinig. Decision making on marketing communication.
|
|
Learning activities and teaching methods
|
|
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities
|
|
Learning outcomes
|
The course is focused on understanding of conception and importance of marketing in modern management. The process of strategic marketing management within individual business lines is explained. It goes in more detail of individual steps of the process: vision definition, strategic marketing analysis, formulation, implementation, and verification of marketing strategy for target markets. The emphasis is placed on active form of education using assignments that students solve during the course.
Students gain basic idea about marketing approach to the business, shopping and consumer behaviour on consumer and industrial market, about basic tools of marketing mix. Students are able to carry out market analysis - mainly customers, and to create marketing programs from the point of products, prices, distribution and marketing communication.
|
|
Prerequisites
|
Knowledge in mathematics and business economics and management taught within the bachelor study is needed for study of the subject.
|
|
Assessment methods and criteria
|
Oral examination, Written examination, Home assignment evaluation
Student has to complete all the assignments solved within class. Final exam has two parts - written and oral part.
|
|
Recommended literature
|
-
KARLÍČEK M. A KOL. Základy marketingu. 2013, Grada Publishing, Praha. (je k dispozici v knihovně, je k dispozici u přednášejícího).
-
KARLÍČEK M., KRÁL P. Marketingová komunikace. Jak komunikovat na našem trhu. 2011, Grada Publishing, Praha. (je k dispozici v knihovně, je k dispozici u přednášejícího).
-
KOTLER P., ARMSTRONG,G. Marketing, 2004, Grada Publishing, Praha. Praha (je k dispozici v knihovně, je k dispozici u přednášejícího)..
-
KOTLER P., KELLER K.L. Marketing management. 2013, Grada Publishing, Praha. (je k dispozici v knihovně, je k dispozici u přednášejícího).
-
LOŠŤÁKOVÁ, H. B-to-B marketing. Strategická marketingová analýza pro vytváření tržních příležitostí, 2005, Professional Publishing, Praha. (je k dispozici v knihovně, je k dispozici u přednášejícího, je k dispozici v prodejní síti)..
|