|
Lecturer(s)
|
-
Štarchoň Peter, prof. Mgr. Ph.D.
|
|
Course content
|
1. Specifics of marketing resulting from the nature of individual sectors. Sectoral structure of the national economy. 2. Market sectors - primary, secondary, tertiary, and quaternary sectors, classification of economic activities (CZ-NACE). 3. Industry profile, its characteristics, attractiveness, decisive competitive forces, and life cycle. 4. Characteristics of marketing specifics in selected industries. 5. Marketing in banking - the dual marketing problem in banking, relationship banking, service quality management - objective and subjective quality. 6. Marketing in insurance - life and non-life insurance, service quality management - objective and subjective quality. 7. Marketing in healthcare - the process of marketing healthcare services, development trends in healthcare, market regulation. 8. Marketing in the pharmaceutical industry - marketing of generic pharmaceutical producers and pharmaceutical companies focused on the development of original products, market regulation. 9. Marketing in tourism - specifics of marketing in individual and group tourism, active and passive tourism, destination marketing, packaging, programming, and partnership. 10. Marketing in trade - specifics of marketing in wholesale, retail, current trends in marketing in trade. 11. Marketing in the agri-food sector I - specifics of marketing and creating a marketing mix in the agri-food sector. 12. Marketing in the agri-food sector II - changes in consumer behavior and their impact on marketing in the agri-food sector. 13. Marketing in politics - key processes in political marketing, the professionalization of election campaigns, and the activities of political entities within a pluralistic political system.
|
|
Learning activities and teaching methods
|
- Participation in classes
- 10 hours per semester
- Term paper
- 25 hours per semester
- Educational trip
- 5 hours per semester
- Preparation for examination
- 40 hours per semester
- Home preparation for classes
- 45 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
|
Recommended literature
|
-
Borovský, Juraj; Smolková,k Eva. Marketing ve zdravotnictví. Praha: České vysoké učení technické v Praze, 2013. ISBN 978-80-01-05413.
-
GREWAL, Dhruv. Retail Marketing Management: the 5 es of retailing. 2019. ISBN 978-1526446855.
-
GROSOVÁ, Stanislava a KUTNOHORSKÁ, Olga. Marketing: aplikace v chemii, potravinářství a farmacii. Praha: Vysoká škola chemicko-technologická v Praze, 2017. ISBN 9788075920034.
-
CHERNEV, Alexander & PhilipKOTLER. Strategic marketing management. 2018. ISBN 978-1936572502.
-
JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
-
KARLÍČEK, Miroslav a kol. Marketingova komunikace, jak komunikovat na našem trhu. Praha: Grada publishing. 2016.
-
Mesršmíd, Jaroslav. Marketing v pojišťovnictví. Praha: Professional Publishing, 2016. ISBN 978-80-7431-158-1.
-
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.
-
ORESKÝ, M. Aplikovaný marketing. Bratislava: Wolters Kluwer, 2016. ISBN 978-80-8168-382-4.
-
RAYNER, Clare. How to sell to retail: the secrets of getting your product to market. 2013. ISBN 9780749466800.
-
Slavík, Jakub. Marketing a strategické řízení ve veřejných službách: jak poskytovat zákaznicky orientované veřejné služby. Praha: Grada, 2014. ISBN 9788024748191.
-
Štarchoň, Peter. Bankový marketing. Praha: Wolters Kluwer, 2017. ISBN 978-80-7552-948-0.
-
Štědroň, B., akol. Politika a politický marketing. Praha, 2013. ISBN 978-80-7400-448-3.
|