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Lecturer(s)
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Taraba Pavel, Ing. Ph.D.
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Bartošová Tereza, Ing.
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Course content
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1. Logistics and Marketing. 2. Marketing Environment. 3. Customer Relationship Management. 4. Creating Customer Value. 5. Delivering Customer Value. 6. Communicating Customer Value. 7. Supply Chains. 8. Managing Marketing Logistics. 9. Global Customer. 10. The New Rules of Marketing and PR.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Teamwork
- Home preparation for classes
- 30 hours per semester
- Preparation for course credit
- 30 hours per semester
- Preparation for examination
- 30 hours per semester
- Term paper
- 30 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of Logistics |
| Knowledge of Logistics |
| learning outcomes |
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| describe the main concepts of marketing logistics |
| describe the main concepts of marketing logistics |
| characterise the marketing environment |
| characterise the marketing environment |
| explain the issue of customer relationship management |
| explain the issue of customer relationship management |
| describe the process of creating value for the customer |
| describe the process of creating value for the customer |
| characterise the global customer |
| characterise the global customer |
| Skills |
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| analyse the marketing environment |
| analyse the marketing environment |
| use marketing mix tools |
| use marketing mix tools |
| apply knowledge from the field of customer relationship management |
| apply knowledge from the field of customer relationship management |
| propose marketing and PR rules |
| propose marketing and PR rules |
| analyse the process of creating value for the customer |
| analyse the process of creating value for the customer |
| teaching methods |
|---|
| Knowledge |
|---|
| Teamwork |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Teamwork |
| Lecturing |
| assessment methods |
|---|
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Written examination |
| Written examination |
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Recommended literature
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Bozarth, C. C., Handfield, R. B. Introduction to operations and supply chain management. Boston, 2016. ISBN 978-1-292-09342-0.
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Christopher, M. Logistics & supply chain management. Harlow, 2016. ISBN 978-1-292-08379-7.
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Christopher, M., Peck, H. Marketing logistics. London, 2011. ISBN 978-0-7506-5224-7.
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Kotler, P., Armstrong, G. Principles of marketing. Boston, 2016. ISBN 978-1-292-09248-5.
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Scott, D. M. The new rules of marketing and PR: how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly. New Jersey, 2009. ISBN 978-0-470-37928-8.
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WIRTZ, Jochen a Christopher H. LOVELOCK. Services marketing: people, technology, strategy. 2016. ISBN 9781944659011.
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