|
Vyučující
|
-
Martíšková Petra, Ing. Ph.D.
-
Waldhauserová Tereza, Mgr.
|
|
Obsah předmětu
|
1. Introduction to marketing, marketing development and trends. 2. Understanding marketing environment (macro environment, micro environment), methods of situation analysis and identification of opportunities and threats. 3. Obtaining information for marketing decision-making. Marketing research, its purpose and application. Marketing information system and its parts. 4. Final consumers, businesses, intermediaries and their purchasing behaviour. Customer relationship management. 5. Targeting, segmentation and their use in marketing. 6. Marketing mix, product and product policy, types of products. 7. Product introduction in the market, product life-cycle, brand, packaging, services. 8. Distribution policy, methods of distribution, physical distribution. 9. Pricing policy and setting up prices. 10. Marketing communication, tools of communication mix. 11. Media in communication mix. 12. Marketing of services and non-profit sector. 13. Marketing process, marketing management, types of marketing goals, planning and evaluation of marketing activities. 14. International marketing and its specifics.
|
|
Studijní aktivity a metody výuky
|
Monologická (výklad, přednáška, instruktáž), Dialogická (diskuze, rozhovor, brainstorming), Práce s textem (učebnicí, knihou), Aktivizující (simulace, hry, dramatizace)
- Domácí příprava na výuku
- 28 hodin za semestr
- Semestrální práce
- 46 hodin za semestr
- Účast na výuce
- 28 hodin za semestr
- Příprava na zkoušku
- 28 hodin za semestr
|
|
Výstupy z učení
|
The main objective of this course is to obtain basic theoretical knowledge about marketing, i.e. terminology, purpose, tools, and methods. Students will also learn to apply this knowledge in the context of practically-oriented case studies.
Students understand the basic terminology and principles of marketing approach. They are able to apply marketing ideas and principles in a company/organization.
|
|
Předpoklady
|
No special prerequisites are necessary for this course.
|
|
Hodnoticí metody a kritéria
|
Ústní zkouška, Seminární práce
Requirements on the student - before exam Attendance: - 2 absences are possible (you can be max twice absent) Student project (semestral work): - students must succesfully prepare and defend student projects focused on applying principles of marketing Requirements on the student - exam - the final examination is in oral form and is aimed to assess the knowledge of study topics (principles of marketing) - 60 % of the final mark is based on processed student project, 40 % is based on answers on question on theory
|
|
Doporučená literatura
|
-
Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. A., & Gaudet, D. Marketing: An Introduction.. Toronto: Pearson., 2017.
-
Grewal, D., & Levy, M. Marketing. 5th. ed.. New York: McGraw-Hill Education., 2017.
-
Jobber, D., & Ellis-Chadwick, F. Principles and practice of marketing (9th ed.).. London: McGraw-Hill Education., 2020.
-
Kotler, P., Kartajaya, H., & Setiawan, I. Marketing 4.0: Moving from traditional to digital.. Hoboken, New Jersey: Wiley., 2017.
|