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Lecturer(s)
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Pilík Michal, doc. Ing. Ph.D.
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Kwarteng Michael Adu, doc. Ing. Ph.D.
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Course content
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Concept and definition of marketing Development phases of marketing (marketing 3.0, marketing 4.0) Strategic planning and marketing process Segmentation and segmentation approaches Marketing environment, ethics and social responsibility Consumer behavior in consumer markets Product and product strategies Price and pricing strategies Distribution and distribution process Integrated marketing communication CRM - customer relationship management New trends in marketing
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic), Individual work of students
- Preparation for examination
- 32 hours per semester
- Participation in classes
- 28 hours per semester
- Home preparation for classes
- 28 hours per semester
- Preparation for course credit
- 30 hours per semester
- Term paper
- 32 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowlidge of Management I, Enterprise Economics I |
| Knowlidge of Management I, Enterprise Economics I |
| learning outcomes |
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| describe what is marketing and marketing system |
| describe what is marketing and marketing system |
| characterize the marketing environment and its individual components with an emphasis on the differences between B2C and B2B markets |
| characterize the marketing environment and its individual components with an emphasis on the differences between B2C and B2B markets |
| identify customer buying behaviour in B2C markets and in the online environment |
| identify customer buying behaviour in B2C markets and in the online environment |
| describe in detail the individual elements of the marketing mix in their classic structure - product, price, distribution, promotion |
| describe in detail the individual elements of the marketing mix in their classic structure - product, price, distribution, promotion |
| prepare a basic marketing strategy on the basis of the above points |
| prepare a basic marketing strategy on the basis of the above points |
| prepare basic market research |
| prepare basic market research |
| Skills |
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| prepare analyses for marketing decision-making (e.g. SWOT analysis, Porter 5 forces model, BCG matrix, etc.) |
| prepare analyses for marketing decision-making (e.g. SWOT analysis, Porter 5 forces model, BCG matrix, etc.) |
| apply procedures for determining marketing strategy |
| apply procedures for determining marketing strategy |
| design an appropriate corporate marketing mix to meet the needs of the B2C market |
| design an appropriate corporate marketing mix to meet the needs of the B2C market |
| implement basic marketing research on the B2C market with all its aspects |
| implement basic marketing research on the B2C market with all its aspects |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Individual work of students |
| assessment methods |
|---|
| Essay |
| Written examination |
| Written examination |
| Oral examination |
| Grade (Using a grade system) |
| Preparation of a presentation |
| Essay |
| Oral examination |
| Grade (Using a grade system) |
| Preparation of a presentation |
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Recommended literature
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? ARMSTRONG, Gary, Philip KOTLER a Marc Oliver OPRESNIK. Marketing: an introduction. Boston: Pearson, 2017. ISBN 978-1-292-14650-8.
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BAKER, M. J., SAREN, M. Marketing theory: a student text. 3rd edition. Los Angeles: SAGE, 2016. ISBN 978-1-47390-401-9.
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KEEGAN, W. J., GREEN, M. C. Global marketing. Global edition. Boston: Pearson, 2017. ISBN 978-1-292-15076-5.
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Kotler, P., ARMSTRONG, G. Principles of marketing. Boston, 2016. ISBN 978-1-292-09248-5.
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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, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. Hoboken, 2017. ISBN 978-1-119-34120-8.
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KURTZ, D. L., BOONE, L. E. Principles of marketing. 12th edition. Mason, Ohio: Thomson/South-Western, 2006. ISBN 0-324-32379-4.
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