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Lecturer(s)
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Kocourek Josef, Mgr. Ph.D.
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Course content
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1. Information gathering and marketing research. 2. Monitoring and analysis of the marketing environment. 3. Creating customer perceived value - developing consumer experiences. 4. Consumer and B2B markets. 5. Market segments, consumer segmentation. 6. Brand market positioning. 7. Brand building. 8. Product portfolio analysis and product strategy determination, digital products. 9. Service management, service marketing mix and digital marketing. 10. Pricing strategies, new aspects of pricing in digital environment. 11. Creating distribution strategies - online and offline, multi-channel marketing. 12. Introduction to integrated marketing communication - new trends in communication.
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Learning activities and teaching methods
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Teamwork
- Home preparation for classes
- 39 hours per semester
- Participation in classes
- 12 hours per semester
- Preparation for examination
- 50 hours per semester
- Term paper
- 24 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge of pricing issues |
| Knowledge of pricing issues |
| Knowledge of distribution issues |
| Knowledge of distribution issues |
| Knowledge of services issues |
| Knowledge of services issues |
| Knowledge of retail/wholesale issues |
| Knowledge of retail/wholesale issues |
| Knowledge of portfolio analysis |
| Knowledge of portfolio analysis |
| Knowledge of segmentation of the market |
| Knowledge of segmentation of the market |
| Skills |
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| working with price elasticity |
| working with price elasticity |
| define the distribution paths |
| define the distribution paths |
| identify the differences between retail and wholesale |
| identify the differences between retail and wholesale |
| understand portfolio analysis |
| understand portfolio analysis |
| teaching methods |
|---|
| Knowledge |
|---|
| Teamwork |
| Teamwork |
| Text analysis |
| Text analysis |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| Analysis of a presentation |
| Analysis of a presentation |
| Skills |
|---|
| Text analysis |
| Text analysis |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
|---|
| Knowledge |
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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 |
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Recommended literature
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CZINKOTA, Michael R.; KOTABE, Masaaki; VRONTIS, Demetris a SHAMS, S.M. Riad. Marketing management: past, present and future. Cham: Springer, 2021. ISBN 978-3-030-66915-7.
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Jaroslav Světlík. Marketing: cesta k trhu. 4. upravené vydání.. Praha: VŠPP, 2018. ISBN 978-80-86847-81-8.
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Karlíček, Miroslav. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
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KOTLER, Philip; ARMSTRONG, Gary a OPRESNIK, Marc Oliver. Principles of marketing. Harlow: Pearson, 2021. ISBN 978-1-292-34113-2.
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PISTELAK, Petr. Zvyšte obrat a zisk firmy: metodou Profitbooster. Praha: Petr Pištělák, 2018. ISBN 9788027038428.
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SHEEHAN, Brian. Marketing management. Lausanne: AVA Publishing, 2018. ISBN 9781350057913.
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Solomon, Michael R. etc. Marketing: real people, real decisions. Harlow: Pearson,, 2019. ISBN 9781292227191.
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