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Lecturer(s)
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Bejtkovský Jiří, Ing. Ph.D.
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Chovancová Miloslava, doc. Ing. CSc.
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Course content
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An Overview of Marketing ; the Contemporary Marketing Environment Strategic Planning and Marketing Marketing analyzes and their importance for marketing management Consumer Behavior and Market Segmentation Product and Service Strategy. Customer Value. Pricing Strategy. Distribution Strategy. Promotional Strategy. Communication. Marketing research for managers´decision making The humane side of marketing research: organizational and ethical issues The process of marketing research and problem definition Exploratory, descriptive, causal research; primary and secondary data Quantitative research and questionnaire design. Presentation of research report Customer Relationship Management
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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 course credit
- 30 hours per semester
- Term paper
- 32 hours per semester
- Home preparation for classes
- 28 hours per semester
- Preparation for examination
- 32 hours per semester
- Participation in classes
- 28 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of Management I and Business Economics |
| Knowledge of Management I and Business Economics |
| learning outcomes |
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| Students will understand and be able to use marketing terminology and appropriate methods for creating and implementing a marketing strategy. Students will understand the marketing concept in profit and non-profit organizations, as well as the compilation of individual product, pricing, distribution and communication strategies to meet customer needs. Students will gain knowledge of basic methods of marketing analyses, market research, customer research, competition research and their implementation into the activities of a marketing-driven company. |
| Students will understand and be able to use marketing terminology and appropriate methods for creating and implementing a marketing strategy. Students will understand the marketing concept in profit and non-profit organizations, as well as the compilation of individual product, pricing, distribution and communication strategies to meet customer needs. Students will gain knowledge of basic methods of marketing analyses, market research, customer research, competition research and their implementation into the activities of a marketing-driven company. |
| teaching methods |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Individual work of students |
| assessment methods |
|---|
| Essay |
| Written examination |
| Written examination |
| Oral examination |
| Grade (Using a grade system) |
| Preparation of a presentation |
| Oral examination |
| Essay |
| Grade (Using a grade system) |
| Preparation of a presentation |
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Recommended literature
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BUREŠ, I., ŘEHULKA, P. 10 zlatých pravidel péče o zákazníka. Praha : Management Press, 2004. ISBN 80-7261-114-3.
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CHOVANCOVÁ, M. PILÍK, M., PODANÁ, M. Marketing II. 2005. ISBN 80-7318-380-3.
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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PERREAULT, W. D. Jr., McCARTHY, E. J. Basic Marketing: A Global - Managerial Approach. 2002. ISBN 0-07-240947-9.
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PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. 1996. ISBN 80-7169-299-9.
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Storbacka, Kaj. Řízení vztahů se zákazníky = Customer relationship management. 1. vyd. Praha : Grada, 2002. ISBN 807169813X.
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