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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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Introduction, topics, conditions of the assignment and examination granting. Marketing strategy and its role in the process of management, strategic aims, concept of strategic management. Management of innovation processes, definition of basic terms, preparation and realization of complex innovations. Marketing information system, structure of MIS, its development and actualization. Marketing management of non-profit organizations, strategic planning of non-profit organizations. Marketing in foreign markets, services of international environment, entering a foreign market. Marketing of public administration, development of marketing conception. Marketing of trade, characteristic of business organizations and differentiation of business organizations. Marketing of services, basic characteristic and principle, marketing mix of services providing organizations. Regional and municipal marketing, its elements. Experience of company marketing management, planning, organization and control. Marketing application in a non-profit organization (educational system, health service, eventually other organizations of public administration). Marketing in branch organizations (civil engineering, transport, banking system, eventually other). Marketing in internet, structure of electronic markets, internet communication, development trends.
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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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The aim of the course is to deepen students' marketing thinking within the study programme Economic Policy and Administration and concentrate the students especially on marketing strategy, management of changes, innovation processes and marketing plan development. Furthermore, the aim is to acquaint the students with specific particularities in business and non-profit organizations influencing marketing management. Students are further introduced to marketing management and marketing strategies, task of innovations in the system of marketing management, marketing research and its role in marketing processes, marketing management of non-profit organizations and application of marketing in business and non-profit organizations.
A student will master the knowledge of the specific peculiarities of business and non-profit organizations that affect marketing management in the areas of marketing strategy, role of innovation, marketing research. The students gains an overview of the application of marketing management for non-profit organizations, enterprises and marketing services to foreign markets.
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Prerequisites
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Passing the subjects: Marketing, Mathematics Methods in Economics, Probability and Statistics I. and II.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation
The assignment is granted upon attendance at seminars. The examination is granted upon completion of the following conditions: submission of the seminar paper and passing the oral examination.
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Recommended literature
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JANOUCH, V.:. Internetový marketing. 2. vyd. v Brně: Computer Press, 2014.
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KAŠÍK, M., HAVLÍČEK, K.:. Marketing při utváření podnikové strategie. 3. aktualiz. vyd. Praha: Vysoká škola finanční a správní, 2015.
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KOTLER, P., KELLER, K.L.:. Marketing management. (4. vyd.). Praha: Grada, 2013.
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TOMAN, M.:. Intuitivní marketing pro 21. století. Vydání 1. Praha: Management Press, 2016.
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VACULÍK, J.:. Marketing I. a II. - opory. Pardubice: Univerzita Pardubice, 2011.
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