Contenct of the subject: 1. Marketing - importance of marketing, marketing concepts, marketing in practice, marketing orientation, marketing management tasks, marketing mix approaches. 2. Collection of information, marketing research - components of modern information system, internal data, marketing intelligence, analysis of microenvironment and macro environment, forecasting and measuring of demand, marketing research process. 3. Customer Relationship Development, Consumer Market Analysis, B2B Relationship Lysis - Building Value, Customer Satisfaction and Customer Loyalty, Customer Relationship Management, Customer Database, Database Marketing, Consumer Behavior, Purchasing Decision Process, Behavioral Decision Theory, B2B Purchasing Process , purchasing process, purchasing process stage, relationship management with B2B customers. 4. Building strong brands - creating and building brand value, brand value measurement, brand value management, brand strategy, customer value, brand positioning. 5. Product development and service management - Product classification, product and service differentiation, design, product and service relationships, quality, packaging, labels, guarantees and guarantees, nature and service categories, quality of service management. 6. Preparation of pricing strategies - understanding of princing, pricing, price adjustments, price changes, responses to price changes of competition. 7. Integrated marketing channels - marketing channels and value networks, marketing channel roles, decision making on marketing channel structure and management, channel integration and systems, retail, wholesale. 8. Integrated marketing communication - integrated marketing communication, effective communication, communication mix decisions, advertising, sales promotion, public relations, new trends in marketing communication. 9. Personal communication - direct marketing, interactive marketing, social media, viral marketing, opinion leaders, personal sales, creation and management of sales forces. 10. Holistic marketing organization - trends in marketing practice, internal marketing, socially responsible marketing, marketing implementation and its control.
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