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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Soukalová Radomila, Ing. Ph.D.
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Káčerková Eliška, 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. - Forms of markets and targeted marketing. - Characteristics of target groups and criteria for segmentation. - New trends in marketing (viral marketing, guerilla marketing, buzz marketing etc.)
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Learning activities and teaching methods
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Lecturing, Projection (static, dynamic), Practice exercises, Teamwork, Individual work of students
- Preparation for examination
- 10 hours per semester
- Home preparation for classes
- 10 hours per semester
- Participation in classes
- 24 hours per semester
- Term paper
- 5 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. |
| Basic knowledge of historical development of society, knowledge of economic and social sciences. |
| 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 |
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| 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 |
|---|
| Individual work of students |
| Individual work of students |
| Teamwork |
| Teamwork |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Practice exercises |
| Practice exercises |
| Lecturing |
| Lecturing |
| Skills |
|---|
| Individual work of students |
| Analysis of a presentation |
| Analysis of a presentation |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| assessment methods |
|---|
| Knowledge |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Analysis of seminar paper |
| Written examination |
| Analysis of seminar paper |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
| Analysis of educational material |
| Analysis of educational material |
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Recommended literature
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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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 a reklama : učební text. 1. vyd. Zlín : Univerzita Tomáše Bati ve Zlíně, 2003. ISBN 8073181401.
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