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Lecturer(s)
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Přívratská Dana, Ing.
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Melichar Vlastimil, prof. Ing. CSc.
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Course content
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Basic principles and importance of marketing, development of marketing. Marketing management, definition of marketing, marketing proceedings. Marketing environment, macro and micro environment. Marketing strategies, its types, SWOT analysis. Marketing research, marketing information system. Marketing market research, its phases, market segmentation. Consumer's behaviour, types of customers, phases in decision making. Marketing mix, its importance. Marketing classification of products, product and market differentiation. Product life cycle, product life phases. Price in marketing. Distribution ways, its importance and task. Marketing communication, communication strategies. Global marketing.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), 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 basic marketing principles and have a concrete understanding of marketing opportunities, limits and approaches. In addition to the historical development of marketing, basic marketing concepts, principles and instruments are presented. The course deals with analysis of opportunities in the ICT market, segmentation, marketing mix elaboration, marketing strategy and portfolio analysis.
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.
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Prerequisites
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Student should have the essential knowledge of basic economical concepts in business context.
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Assessment methods and criteria
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Written examination, Home assignment evaluation
The credit is granted upon attendance at seminars and completion of the seminar team project. The examination is written.
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Recommended literature
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KOLEKTIV AUTORŮ. Kapitoly ze základů marketingu, VŠE. Praha, 1995. ISBN 80-7079-222-1.
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KOLEKTIV AUTORŮ. Základy marketingu VŠE. Praha, 1999. ISBN 80-7079-527-1.
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Kotler, Philip. Marketing management : analýza, plánování, využití, kontrola. Praha: Grada, 1998. ISBN 80-7169-600-5.
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Kotler, Philip. Marketing podle Kotlera : jak vytvářet a ovládnout nové trhy. Praha: Management Press, 2000. ISBN 80-7261-010-4.
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