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
- 24 hours per semester
- Home preparation for classes
- 5 hours per semester
- Term paper
- 10 hours per semester
- Preparation for examination
- 15 hours per semester
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prerequisite |
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Knowledge |
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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 |
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Knowledge |
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Lecturing |
Text analysis |
Teamwork |
Teamwork |
Text analysis |
Practice exercises |
Projection (static, dynamic) |
Lecturing |
Projection (static, dynamic) |
Practice exercises |
Lecturing |
Lecturing |
Teamwork |
Teamwork |
Analysis of a presentation |
Analysis of a presentation |
Skills |
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Analysis of a presentation |
Text analysis |
Text analysis |
Analysis of a presentation |
Lecturing |
Lecturing |
Teamwork |
Teamwork |
assessment methods |
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Knowledge |
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Preparation of a presentation |
Written examination |
Written examination |
Written examination |
Grade (Using a grade system) |
Grade (Using a grade system) |
Preparation of a presentation |
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 |
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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