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Lecturer(s)
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Soukalová Radomila, Ing. Ph.D.
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Course content
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- Price as part of marketing mix. - Price strategies. - Distribution as part of marketing mix. - Characteristics of wholesale and retail. - Marketing strategic planning, strategic management. - Situation and portfolio analysis. - Creation of marketing strategic plan. - Checking marketing activities - marketing audit. - M-audit. - Importance of marketing in services. - Importance of marketing in non-profit organizations. - Current trends in marketing.
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Learning activities and teaching methods
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Lecturing, Projection (static, dynamic), Practice exercises, Teamwork
- Participation in classes
- 12 hours per semester
- Home preparation for classes
- 10 hours per semester
- Preparation for examination
- 15 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 |
|---|
| Practice exercises |
| Lecturing |
| Text analysis |
| Text analysis |
| Lecturing |
| Teamwork |
| Teamwork |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Practice exercises |
| 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 |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Written examination |
| Written examination |
| Written examination |
| Written examination |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Cooper, John. Marketingové plánování : praktická příručka manažera. 1. vyd. Praha : Grada, 1999. ISBN 8071696412.
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Horáková, Helena. Strategický marketing. 2., rozš. a aktualiz. vyd. Praha : Grada, 2003. ISBN 8024704471.
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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Kotler, Philip. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
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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 - cesta k trhu. Plzeň : Vydavatelství a nakladatelství Aleš Čeněk, 2005. ISBN 80-86898-48-2.
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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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