|
Lecturer(s)
|
-
Štarchoň Peter, prof. Mgr. Ph.D.
|
|
Course content
|
Discussed topics: -Business marketing; -Marketing in agro-food sector; -Marketing in tourism; -Marketing in banking and insurance; -Marketing in health care; -Marketing in pharmaceutical industry; -Marketing in culture; -Political marketing; -Marketing in education; -Marketing in non-profit organizations.
|
|
Learning activities and teaching methods
|
|
unspecified
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
|
Recommended literature
|
-
ENNEW, Christine a Nigel WAITE. Financial services marketing: an international guide to principles and practice. 2013. ISBN 9780203521649.
-
GREWAL, Dhruv. Retail Marketing Management: the 5 es of retailing. 2019. ISBN 978-1526446855.
-
CHERNEV, Alexander & PhilipKOTLER. Strategic marketing management. 2018. ISBN 978-1936572502.
-
KOTLER, Philip, John T. BOWEN a James C. MAKENS. Marketing for hospitality and tourism. Harlow, Essex, England, 2014. ISBN 978-1-292-02003-7.
-
LEVENS, Michael. Marketing: defined, explained, applied. 2010. ISBN 978-0136075691.
-
MAAREK, Philippe. Campaign communication and political marketing. 2011.
-
PRESTON, Schmidl. f I Were You: TheComplete Guide To Thriving In The Insurance Industry. 2019. ISBN 978-1793886132.
-
RAYNER, Clare. How to sell to retail: the secrets of getting your product to market. 2013. ISBN 9780749466800.
-
ROLLINS, Brent L. & Matthew PERRI. Pharmaceutical marketing. 2014. ISBN 978-1449697990.
|