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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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1. Specifics of marketing resulting from the nature of individual industries. 2. Market sectors, classification of economic activities (EU-NACE). 3. Sector profile, its characteristics, attractiveness, competitive forces and life cycle. 4. Characteristics of marketing specifics in selected industries. 5. Marketing in banking. 6. Marketing in insurance. 7. Marketing in health care. 8. Marketing in the pharmaceutical industry. 9. Marketing in tourism. 10. Business marketing, marketing in retail. 11. Marketing in the agri-food sector I. 12. Marketing in the agri-food sector II. 13. Political marketing.
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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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