|
Lecturer(s)
|
-
Kantorová Kateřina, Ing. Ph.D.
|
|
Course content
|
Basic principles, importance and development of marketing and ethical aspects. Marketing environment. Customer - causes of his decision, stimulation, buying behavior. Marketing management and marketing mix. Strategic approaches in marketing. Market segmentation and coverage. Marketing research. Product marketing definition. Price marketing concept. Distribution path distribution, their importance and tasks. Marketing comunication. Use of modern technologies in marketing. Social, macro-social aspects of marketing. Application of marketing to services and B2B marketing.
|
|
Learning activities and teaching methods
|
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
- Home preparation for classes
- 50 hours per semester
- Term paper
- 30 hours per semester
- Preparation for an exam
- 56 hours per semester
- Participation in classes
- 14 hours per semester
|
|
Learning outcomes
|
The aim of the course is to acquaint students with basic principles and tools of marketing. To understand marketing opportunities in practice and to use them.
A student who has successfully completed the course can: to explain the market development and the relationship to marketing, the possibilities of using individual marketing tools to understand the advantages of their interconnection, to understand the specifics of the use of marketing in different environments; characterize individual participants in marketing processes and the environment in which they are located, individual marketing tools and approaches; distinguish specific environments that require an adequate marketing approach; enumerate and explain basic marketing terms and terms; explain what marketing tools, analyzes and strategies do, and how they interact with each other; explain the principles of marketing approach to the market in the context of long-term customer retention. A student who has successfully completed the course will: orientate themselves in the documents and propose a suitable marketing process; interpret marketing terms and terminology comprehensibly; calculate selected marketing analyzes and conduct marketing research; design and process a marketing campaign; design and prepare promotional materials or content; A student who has successfully completed the course is able to: make independent and responsible decisions on the basis of a framework assignment on the design of marketing steps; include consideration of their ethical dimension in problem solving; communicate intelligently and convincingly to professionals and lay people about the nature of professional problems and their own views on how to solve them;
|
|
Prerequisites
|
unspecified
|
|
Assessment methods and criteria
|
Oral examination, Written examination
Credit: Seminar work. Exam: written, oral (credit is required).
|
|
Recommended literature
|
-
HÁLEK, Vítězslav. Management a marketing. Hradec Králové, 2017.
-
HANULÁKOVÁ, E. Marketing: nástroje, stratégie, ľudia a trendy. Učebnica. Bratislava: Wolters Kluwer SR, 2021.
-
KANTOROVÁ, K.:. Marketing I: distanční opora. Vyd. 1. Pardubice: Univerzita Pardubice, 2014, 77 s-. ISBN 978-80-7395-707-0..
-
KANTOROVÁ, K.:. Marketing II. 1. vyd. Pardubice: Univerzita Pardubice, 2014. ISBN 978-80-7395-815-2..
-
KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. Praha, 2018.
-
KOTLER, P. a kol.:. Marketing Management. 12. vydání. Praha: Grada Publishing, 2007.
|