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Lecturer(s)
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Chovancová Miloslava, doc. Ing. CSc.
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Bejtkovský Jiří, Ing. Ph.D.
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Course content
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- An Overview of Marketing - The Contemporary Marketing Environment - Strategic Planning and Marketing - Information for Marketing Decisions - Marketing Research Process - Consumer Behavior and Market Segmentation - Product and Service Strategy. Customer Value. - Pricing Strategy. Customer´s Total Cost. - Distribution Strategy. Convenience. - Promotional Strategy. Communication. - Marketing in Special Settings. Global Dimensions of Marketing - Marketing and Society. Small Business Marketing. - Customer Relationship Management - Marketing Management in the Czech Enterprises
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Teamwork
- Term paper
- 10 hours per semester
- Preparation for examination
- 30 hours per semester
- Home preparation for classes
- 4 hours per semester
- Preparation for course credit
- 18 hours per semester
- Participation in classes
- 28 hours per semester
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| prerequisite |
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| Knowledge |
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| Economics - basic knowledge. Management - basic knowledge. Business Economics - basic knowledge. |
| Economics - basic knowledge. Management - basic knowledge. Business Economics - basic knowledge. |
| learning outcomes |
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| Student can understand and define marketing terminology and to develop appropriate methods for designing and implementing the marketing mix. Student can understand a relevancy of marketing conception in profit or non-profit organizations; enhancing to product development, prising, distribution channels and methods, choising of communication mix, targeting to satisfy consumers´ needs and companies´competitiveness in the environment of current markets. Student has knowledge about basic methods of marketing analyses, market research, customer´s needs research, competitors´ research and their implemetation into activities of marketing managed enterprise. |
| Student can understand and define marketing terminology and to develop appropriate methods for designing and implementing the marketing mix. Student can understand a relevancy of marketing conception in profit or non-profit organizations; enhancing to product development, prising, distribution channels and methods, choising of communication mix, targeting to satisfy consumers´ needs and companies´competitiveness in the environment of current markets. Student has knowledge about basic methods of marketing analyses, market research, customer´s needs research, competitors´ research and their implemetation into activities of marketing managed enterprise. |
| teaching methods |
|---|
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Teamwork |
| Teamwork |
| assessment methods |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Oral examination |
| Written examination |
| Oral examination |
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Recommended literature
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Časopis Ekonom. Časopis Ekonom.
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Chovancová, Pilík, Podaná. Marketing II. Zlín, 2006. 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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Kotler, Philip. Marketing. Praha : Grada, 2004. ISBN 80-247-0513-3.
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KOZÁK, V., STAŃKOVÁ, P. Marketing I. Zlín, UTB, 2010.
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Kozák, Vratislav. Marketing I. Vyd. 3. upr. Zlín : Univerzita Tomáše Bative Zlíně, Fakulta managementu a ekonomiky, 2006. ISBN 8073184397.
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Nagyová. Marketing. Nitra, 2014. ISBN 978-80-552-1269-2.
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Storbacka, Kaj. Řízení vztahů se zákazníky = Customer relationship management. 1. vyd. Praha : Grada, 2002. ISBN 807169813X.
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