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Lecturer(s)
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Šula Tomáš, PhDr. PhD.
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Soukalová Radomila, Ing. Ph.D.
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Gartnerová Eva, Mgr. Ph.D.
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Course content
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- Historical development of marketing. - General characteristics and importance of marketing, marketing environment. - Marketing information system. - Forms of marketing research. - Customer behaviour in consumer relation. - Customer behaviour in business, industry and state market. - Forms of markets and targeted marketing. - Characteristics of target groups and criteria of segmentation. - Communication as part of marketing mix. - Communication mix - forms of communication.
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Learning activities and teaching methods
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Lecturing, Projection (static, dynamic), Practice exercises
- Home preparation for classes
- 10 hours per semester
- Participation in classes
- 24 hours per semester
- Preparation for examination
- 10 hours per semester
- Term paper
- 5 hours per semester
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| prerequisite |
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| Knowledge |
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| Basic knowledge of the historical development of society. Basic knowledge of economic and social sciences. |
| Basic knowledge of the historical development of society. Basic knowledge of economic and social sciences. |
| learning outcomes |
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| The students is well informed in the basic marketing terminology necessary for strategic company management. The student understands the connections of basic issues which are important for further studies of marketing communications and acquiring additional skills and abilities. |
| The students is well informed in the basic marketing terminology necessary for strategic company management. The student understands the connections of basic issues which are important for further studies of marketing communications and acquiring additional skills and abilities. |
| teaching methods |
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| Practice exercises |
| Lecturing |
| Practice exercises |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Lecturing |
| assessment methods |
|---|
| Written examination |
| Preparation of a presentation |
| Written examination |
| Preparation of a presentation |
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Recommended literature
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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Soukalová, Radomila. Strategický marketing : učební text. Vyd. 1. Zlín : Univerzita Tomáše Bati ve Zlíně, 2004. ISBN 8073181770.
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Světlík, Jaroslav. Marketing a reklama : učební text. 1. vyd. Zlín : Univerzita Tomáše Bati ve Zlíně, 2003. ISBN 8073181401.
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