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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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1. Information gathering and marketing research. 2. Monitoring and analysis of the marketing environment. 3. Creating customer perceived value - developing consumer experiences. 4. Consumer and B2B markets. 5. Market segments, consumer segmentation. 6. Brand market positioning. 7. Brand building. 8. Product portfolio analysis and product strategy determination, digital products. 9. Service management, service marketing mix and digital marketing. 10. Pricing strategies, new aspects of pricing in digital environment. 11. Creating distribution strategies - online and offline, multi-channel marketing. 12. Introduction to integrated marketing communication - new trends in communication.
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Learning activities and teaching methods
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Teamwork
- Home preparation for classes
- 59 hours per semester
- Term paper
- 15 hours per semester
- Participation in classes
- 12 hours per semester
- Preparation for examination
- 39 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
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| Knowledge of pricing issues |
| Knowledge of pricing issues |
| - knowledge of pricing strategies |
| Knowledge of distribution issues |
| - knowledge of pricing strategies |
| Knowledge of distribution issues |
| Knowledge of services issues |
| Knowledge of services issues |
| - knowledge of distribution channels, distribution strategies |
| - knowledge of distribution channels, distribution strategies |
| - knowledge of wholesale and retail trade |
| Knowledge of retail/wholesale issues |
| Knowledge of retail/wholesale issues |
| - knowledge of wholesale and retail trade |
| Knowledge of portfolio analysis |
| Knowledge of portfolio analysis |
| - knowledge of strategic planning, strategic management process |
| - knowledge of strategic planning, strategic management process |
| Knowledge of segmentation of the market |
| - knowledge of situational analysis, portfolio analysis |
| - knowledge of situational analysis, portfolio analysis |
| Knowledge of segmentation of the market |
| - knowledge of marketing audit |
| - knowledge of marketing audit |
| - knowledge of the importance of marketing in services |
| - knowledge of the importance of marketing in services |
| - knowledge and importance of marketing in the non-profit sector |
| - knowledge and importance of marketing in the non-profit sector |
| Skills |
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| working with price elasticity |
| - be able to determine the price of a product |
| - be able to determine the price of a product |
| working with price elasticity |
| define the distribution paths |
| define the distribution paths |
| - be able to define distribution routes and determine their efficiency |
| - be able to define distribution routes and determine their efficiency |
| - be able to definition of the wholesale and retail trade |
| - be able to definition of the wholesale and retail trade |
| identify the differences between retail and wholesale |
| identify the differences between retail and wholesale |
| understand portfolio analysis |
| understand portfolio analysis |
| - be able to create a strategic marketing plan for the company |
| - be able to create a strategic marketing plan for the company |
| - be able to use situational analysis |
| - be able to use situational analysis |
| - be able to carry out a marketing audit |
| - be able to carry out a marketing audit |
| - be able to the specifics of marketing in services |
| - be able to the specifics of marketing in services |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Text analysis |
| Text analysis |
| Teamwork |
| Teamwork |
| Individual work of students |
| Individual work of students |
| Teamwork |
| Teamwork |
| Analysis of a presentation |
| Analysis of a presentation |
| Skills |
|---|
| Text analysis |
| Lecturing |
| Text analysis |
| Lecturing |
| Teamwork |
| Teamwork |
| Individual work of students |
| Individual work of students |
| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
|---|
| Knowledge |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Oral examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Oral examination |
| Written examination |
| Written examination |
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Recommended literature
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BAČUVČÍK, R. Marketing neziskových organizací.. Zlín: VeRBuM, 2011.
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CZINKOTA, Michael R.; KOTABE, Masaaki; VRONTIS, Demetris a SHAMS, S.M. Riad. Marketing management: past, present and future. Cham: Springer, 2021. ISBN 978-3-030-66915-7.
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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 a OPRESNIK, Marc Oliver. Principles of marketing. Harlow: Pearson, 2021. ISBN 978-1-292-34113-2.
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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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PISTELAK, Petr. Zvyšte obrat a zisk firmy: metodou Profitbooster. Praha: Petr Pištělák, 2018. ISBN 9788027038428.
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SHEEHAN, Brian. Marketing management. Lausanne: AVA Publishing, 2018. ISBN 9781350057913.
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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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