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Lecturer(s)
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Štarchoň Peter, prof. Mgr. Ph.D.
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Course content
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- the specifics of marketing resulting from the nature of each industry. Sectoral structure of the national economy; - market sectors - primary, secondary, tertiary and quaternary sector. Classification of Economic Activities (CZ-NACE); - industry profile, characteristics, attractiveness, decisive competitive forces and life cycle; - characteristics of the specifics of marketing in selected industries; - marketing in banking and insurance - banking dual marketing problem, relationship banking, bancassurance, life and non-life insurance, service quality management - objective and subjective quality; - marketing in healthcare - the process of marketing healthcare services, development trends in healthcare, market regulation; - marketing in the pharmaceutical industry - marketing of generic pharmaceutical producers and pharmaceutical companies focused on the development of original products, market regulation; - marketing in tourism - specifics of marketing in individual and group tourism, active and passive tourism, destination marketing, packaging, programming and partnership; - marketing in trade - specifics of marketing in wholesale, retail, current trends in marketing in trade; - marketing in the agri-food sector - specifics of marketing and creation of marketing mix in the agri-food sector, changes in consumer behavior and their impact on marketing in the agri-food sector; - marketing in the sphere of politics - key processes in marketing in politics, marketing professionalization of election campaigns and the operation of political entities within a pluralistic political system.
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Learning activities and teaching methods
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unspecified
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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 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 |
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| 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 |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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Borovský, Juraj; Smolková,k Eva. Marketing ve zdravotnictví. Praha: České vysoké učení technické v Praze, 2013. ISBN 978-80-01-05413.
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JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
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Mesršmíd, Jaroslav. Marketing v pojišťovnictví. Praha: Professional Publishing, 2016. ISBN 978-80-7431-158-1.
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ORESKÝ, M. Aplikovaný marketing. Bratislava: Wolters Kluwer, 2016. ISBN 978-80-8168-382-4.
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RAYNER, Clare. How to sell to retail: the secrets of getting your product to market. 2013. ISBN 9780749466800.
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Slavík, Jakub. Marketing a strategické řízení ve veřejných službách: jak poskytovat zákaznicky orientované veřejné služby. Praha: Grada, 2014. ISBN 9788024748191.
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Štarchoň, Peter. Bankový marketing. Praha: Wolters Kluwer, 2017. ISBN 978-80-7552-948-0.
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Štědroň a kol. Politika a politický marketing. Praha, 2013. ISBN 978-80-7400-448-3.
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