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Lecturer(s)
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Chovancová Miloslava, doc. Ing. CSc.
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Kwarteng Michael Adu, doc. Ing. Ph.D.
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Course content
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Development of marketing thinking Global approach to marketing Digital marketing strategy Global consumer behaviour New trends in B2B and B2C markets Brand management and strong brands The trading environment Cooperative strategy Corporate Social Responsibility Strategic management Business network and partner selection The role of culture in business Management of sustainability
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Teamwork, Individual work of students
- Home preparation for classes
- 20 hours per semester
- Participation in classes
- 26 hours per semester
- Term paper
- 20 hours per semester
- Preparation for examination
- 24 hours per semester
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| prerequisite |
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| Knowledge |
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| Znalosti na úrovni předmětů Marketing I. a Management I. |
| Znalosti na úrovni předmětů Marketing I. a Management I. |
| The knowledge at the level of courses of Marketing I. and Management I. |
| The knowledge at the level of courses of Marketing I. and Management I. |
| learning outcomes |
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| vysvětlit rozvoj marketingového myšlení, rámcovou tvorbu digitální marketingové strategie, spotřebitelské chování, trendy na B2B a B2C trzích |
| vysvětlit rozvoj marketingového myšlení, rámcovou tvorbu digitální marketingové strategie, spotřebitelské chování, trendy na B2B a B2C trzích |
| vysvětlit význam managementu značky, rámcově popsat business prostředí |
| vysvětlit význam managementu značky, rámcově popsat business prostředí |
| vysvětlit obsah a rámec strategického managementu, zejména kooperační strategie |
| vysvětlit obsah a rámec strategického managementu, zejména kooperační strategie |
| vysvětlit obsah společenské odpovědnosti firem, výběr partnera do podnikání, úlohu kultura v podnikání a obsah managementu udržitelnosti |
| vysvětlit obsah společenské odpovědnosti firem, výběr partnera do podnikání, úlohu kultura v podnikání a obsah managementu udržitelnosti |
| to explain the development of marketing thinking, framework creation of digital marketing strategy, consumer behavior, trends in B2B and B2C markets |
| to explain the development of marketing thinking, framework creation of digital marketing strategy, consumer behavior, trends in B2B and B2C markets |
| to explain the meaning of brand management, describe the business environment in general terms |
| to explain the meaning of brand management, describe the business environment in general terms |
| to explain the content and framework of strategic management, especially cooperation strategy |
| to explain the content and framework of strategic management, especially cooperation strategy |
| to explain the content of corporate social responsibility, the choice of business partner, the role of culture in business and the content of sustainability management |
| to explain the content of corporate social responsibility, the choice of business partner, the role of culture in business and the content of sustainability management |
| Skills |
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| vytyčit rámec strategického managementu |
| vytyčit rámec strategického managementu |
| stanovit podobu digitální marketingové strategie |
| stanovit podobu digitální marketingové strategie |
| rozpoznat spotřebitelské chování a trendy na B2B a B2C trzích |
| rozpoznat spotřebitelské chování a trendy na B2B a B2C trzích |
| identifikovat kroky managementu značky v business prostředí |
| identifikovat kroky managementu značky v business prostředí |
| vybrat kooperačního partnera do podnikání a rozpoznat kulturu podniku |
| vybrat kooperačního partnera do podnikání a rozpoznat kulturu podniku |
| stanovit obsah společenské odpovědnosti firem |
| stanovit obsah společenské odpovědnosti firem |
| to outline the framework of strategic management |
| to outline the framework of strategic management |
| to determine the shape of the digital marketing strategy |
| to determine the shape of the digital marketing strategy |
| to recognize consumer behavior and trends in B2B and B2C markets |
| to recognize consumer behavior and trends in B2B and B2C markets |
| to identify the steps of brand management in a business environment |
| to identify the steps of brand management in a business environment |
| to choose a cooperation partner for business and recognize the culture of the company |
| to choose a cooperation partner for business and recognize the culture of the company |
| to determine the content of corporate social responsibility |
| to determine the content of corporate social responsibility |
| teaching methods |
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| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| Individual work of students |
| Individual work of students |
| assessment methods |
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| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation |
| Preparation of a presentation |
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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ASAMOAH, E. S., CHOVANCOVÁ, M. Consumer Behaviour and Branding: Perspectives From The Fast Food Industry In Different Markets.. Žilina: GEORG, 2013. ISBN 978-80-8154-053-0.
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CHOVANCOVÁ, M., ASAMOAH, E. S., WANNINAYAKE, M.. Consumer Behaviour and Branding: A Cross Cultural Perspective. Žilina: GEORG, 2011. ISBN 978-80-89401-58-1.
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KEEGAN, W. J. Global Marketing. Pearson Prentice Hall, 2008. ISBN 978-0-13-813386-3.
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PILÍK, M. Business-to-Business Marketing. Zlín: Univerzita Tomáše Bati ve Zlíně, 2010. ISBN 978-80-7318-918-1.
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RASCHE A., MORSING, M., MOON, J. Corporate Social Responsibility: Strategy, Communication, Governance.. Cambridge: Cambridge University Press, 2017. ISBN 978-1107535398.
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STRAUSS, J. E-marketing. Pearson/Prentice Hall, 2006. ISBN 0-13-148519-9.
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WANNINAYAKE, M., CHOVANCOVÁ, M. Consumer Behaviour and Branding: Building Domestic Brands in Developing Countries. Žilina: GEORG, 2013. ISBN 978-80-8154-056-1.
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