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Lecturer(s)
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Štarchoň Peter, prof. Mgr. Ph.D.
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Course content
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Discussed topics: -Business marketing; -Marketing in agro-food sector; -Marketing in tourism; -Marketing in banking and insurance; -Marketing in health care; -Marketing in pharmaceutical industry; -Marketing in culture; -Political marketing; -Marketing in education; -Marketing in non-profit organizations.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Term paper
- 20 hours per semester
- Educational trip
- 4 hours per semester
- Preparation for examination
- 40 hours per semester
- Home preparation for classes
- 35 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge of the specifics of marketing in the field of banking |
| Knowledge of the specifics of marketing in the field of banking |
| Knowledge of the specifics of marketing in the field of finance |
| Knowledge of the specifics of marketing in the field of finance |
| Knowledge of the specifics of marketing in the healthcare sector |
| Knowledge of the specifics of marketing in the healthcare sector |
| Knowledge of the specifics of marketing in the pharmaceutical industry |
| Knowledge of the specifics of marketing in the pharmaceutical industry |
| Knowledge of the specifics of marketing in the field of tourism |
| Knowledge of the specifics of marketing in the field of tourism |
| Skills |
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| Plan a communication campaign in the field of banking |
| Plan a communication campaign in the field of banking |
| Plan a communication campaign in the field of finance |
| Plan a communication campaign in the field of finance |
| Plan a health communication campaign |
| Plan a health communication campaign |
| Plan a communication campaign in the area of the pharmaceutical industry |
| Plan a communication campaign in the area of the pharmaceutical industry |
| Plan a communication campaign in the field of tourism |
| Plan a communication campaign in the field of tourism |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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ENNEW, Christine a Nigel WAITE. Financial services marketing: an international guide to principles and practice. 2013. ISBN 9780203521649.
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GREWAL, Dhruv. Retail Marketing Management: the 5 es of retailing. 2019. ISBN 978-1526446855.
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CHERNEV, Alexander. Strategic marketing management. Chicago: Cerebellum Press, 2018. ISBN 9781936572502.
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KOTLER, Philip, John T. BOWEN a James C. MAKENS. Marketing for hospitality and tourism. Harlow, Essex, England, 2014. ISBN 978-1-292-02003-7.
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MISHKIN, Frederic S. The economics of money, banking and financial markets. Twelfth edition, Global edition. The Pearson series in economics, 2019. ISBN 978-1-292-26885-9.
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PRESTON, Schmidl. f I Were You: TheComplete Guide To Thriving In The Insurance Industry. 2019. ISBN 978-1793886132.
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RAYNER, Clare. How to sell to retail: the secrets of getting your product to market. 2013. ISBN 9780749466800.
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ROLLINS, Brent L. & Matthew PERRI. Pharmaceutical marketing. 2014. ISBN 978-1449697990.
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SATCHELL, Stephen Ellwood a GRANT, Andrew Robert. Market momentum: theory and practice. Hoboken: Wiley, 2021.
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