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Lecturer(s)
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Bejtkovský Jiří, Ing. Ph.D.
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Course content
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Introduction to the study of marketing (concept and definition of marketing, marketing 3.0, marketing 4.0). Marketing environment and its selected marketing analyses (macro environment, meso environment, micro environment). Market environment and market typology. Customer, customer relationship management. Branding. Consumer behaviour and segmentation approaches. Marketing strategies, marketing plan, marketing audit. Product and assortment policy and strategy. Pricing policy and strategy. Distribution policy and strategy. Communication policy and strategy. Selected modern marketing communication trends and tools. Modern marketing research. Services and services marketing. Selected marketing applications. Marketing of small and medium-sized companies. Marketing of the non-profit sector. International marketing.
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Learning activities and teaching methods
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- Participation in classes
- 20 hours per semester
- Term paper
- 50 hours per semester
- Home preparation for classes
- 50 hours per semester
- Preparation for examination
- 60 hours per semester
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| learning outcomes |
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| Knowledge |
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| uses terminology from the field of marketing and marketing management. |
| uses terminology from the field of marketing and marketing management. |
| describes the marketing research process. |
| describes the marketing research process. |
| defines service marketing and selected marketing applications. |
| defines service marketing and selected marketing applications. |
| explains the nature of selected marketing analyses. |
| explains the nature of selected marketing analyses. |
| distinguishes between qualitative and quantitative research. |
| distinguishes between qualitative and quantitative research. |
| Skills |
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| applies marketing mix tools. |
| applies marketing mix tools. |
| evaluate the various tools of the marketing and communication mix of a company. |
| evaluate the various tools of the marketing and communication mix of a company. |
| uses the correct terminology of professional terms. |
| uses the correct terminology of professional terms. |
| justifies the importance of monitoring the marketing environment. |
| justifies the importance of monitoring the marketing environment. |
| compile a SWOT analysis and other selected analyses. |
| compile a SWOT analysis and other selected analyses. |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Individual work of students |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Lecturing |
| Lecturing |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Teamwork |
| Teamwork |
| assessment methods |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Written examination |
| Written examination |
| Oral examination |
| Oral examination |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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Barčík Tomáš. Strategický marketing: teorie pro praxi. Praha : C.H. Beck, 2013. ISBN 978-80-905247-7-4.
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BERNECKER, Michael. Marketing: Grundlagen ? Strategien ? Instrumente. Köln: Johanna Verlag, 2013.
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CHLEBOVSKÝ, V. Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. 1. vydání. Praha: Grada, 2017. ISBN 978-80-271-0559-5.
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JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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LOŠŤÁKOVÁ, H. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. ISBN 978-80-271-0419-2.
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Nagyová. Marketing. .
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Urbánek. Marketing. .
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VAŠTÍKOVÁ, Miroslava. Marketing služeb: efektivně a moderně. 2., aktualiz. a rozš. vyd.. Praha: Grada Publishing, 2014. ISBN 978-802-4750-378.
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