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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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- services; - price; - distribution; - retail / wholesale; - portfolio analysis; - market segmentation; - new trends in marketing.
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Learning activities and teaching methods
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Teamwork
- Home preparation for classes
- 100 hours per semester
- Preparation for course credit
- 200 hours per semester
- Preparation for examination
- 100 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| 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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BAČUVČÍK, R. Marketing neziskových organizací.. Zlín: VeRBuM, 2011.
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JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
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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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Johansson, Johny K. Global marketing : foreign entry, local marketing & global management. 5th ed. Boston : McGraw Hill, 2009. ISBN 978-007-126362-7.
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Karlíček, Miroslav. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
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KOTLER, P., KARTAJAYA, H., SETIAWAN, I. Marketing 4.0 : moving from traditional to digital. Hoboken: Wiley, 2017. ISBN 978-1-119-34120-8.
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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; Armstrong, Gary. Marketing. Praha : Grada, 2004. ISBN 80-247-0513-3.
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KOTLER, Philip, KELLER, Kevin Lane. Marketing management.. Praha, 2013. ISBN 978-80-247-4150-5.
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Kotler, Philip. Marketing 3.0 : from products to customers to the human spirit. Hoboken, N.J. : Wiley, 2010. ISBN 978-0-470-59882-5.
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Solomon, Michael R. etc. Marketing: real people, real decisions. Harlow: Pearson,, 2019. ISBN 9781292227191.
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Solomon, Michael R. Marketing očima světových marketing manažerů. Vyd. 1. Brno : Computer Press, 2006. ISBN 80-251-1273-X.
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Tomek, Gustav. Marketing od myšlenky k realizaci. 3., aktualiz. a dopl. vyd. Praha : Professional Publishing, 2011. ISBN 978-80-7431-042-3.
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TRUČKA, Jaroslav. Marketing jako šachová hra: vítězné strategie pro získání a udržení zákazníků. Brno: BizBooks, 2013. ISBN 978-80-265-0054-4.
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