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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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- History and development of marketing. - General characteristics and importance of marketing, marketing environment. - Marketing information system. - Forms of marketing research. - Customer behaviour in consumer relations. - Customer behaviour in business, industrial and state markets. - Characteristics "4P" - product, price, place, promotion.
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Learning activities and teaching methods
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Lecturing, Projection (static, dynamic), Practice exercises, Teamwork, Individual work of students
- Participation in classes
- 26 hours per semester
- Preparation for examination
- 24 hours per semester
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| prerequisite |
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| Knowledge |
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| Basic knowledge of historical development of society, knowledge of economic and social sciences. To understand the basics of marketing is expected to focus on economic and social sciences. Emphasis is placed on refinement of language expression. |
| Basic knowledge of historical development of society, knowledge of economic and social sciences. To understand the basics of marketing is expected to focus on economic and social sciences. Emphasis is placed on refinement of language expression. |
| learning outcomes |
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| Marketing environment of the Company |
| Marketing environment of the Company |
| Marketing Information System |
| Marketing Information System |
| Consumer Behavior |
| Consumer Behavior |
| Marketing Mix |
| Marketing Mix |
| Product |
| Product |
| Skills |
|---|
| define the Marketing Environment of the Company |
| define the Marketing Environment of the Company |
| define the Marketing Information System |
| define the Marketing Information System |
| identify consumer behavior |
| identify consumer behavior |
| define the Marketing Mix |
| define the Marketing Mix |
| define product |
| define product |
| teaching methods |
|---|
| Knowledge |
|---|
| Practice exercises |
| Lecturing |
| Practice exercises |
| Individual work of students |
| Individual work of students |
| Teamwork |
| Lecturing |
| Teamwork |
| Skills |
|---|
| Individual work of students |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| assessment methods |
|---|
| Knowledge |
|---|
| Written examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Preparation of a presentation |
| Preparation of a presentation |
| Analysis of a presentation given by the student |
| Written examination |
| Analysis of a presentation given by the student |
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Recommended literature
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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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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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