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Lecturer(s)
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Course content
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1.Defining Marketing and Marketing proces 2.Company and marketing strategy: Partnering to build Customer relationship 3.Analyzing the marketing environment 4.Managing marketing infomation to gain customer insights 5.Consumer markets and business buyer behavior 6.Market segmentation, targeting and positioning. Marketing mix 7.Products, services, Brands. Product development and PLC 8.Pricing: Customer value, Pricing strategies 9.Marketing Channels: Delivering Customer Value 10.Marketing communication: Integrated marketing communication strategy, promotion mix. 11. Principle and role of enterprises in an economy, enterprises aims, classification of enterprises; 12. Enterprise floatation, activities incidental to enterprise floatation; 13. Business initial budget; 14. Enterprises assets, structure, evaluation of assets; 15. Fixed assets depreciation; 16. Capital structure of enterprise, optimization; 17. Revenues, costs and profit, cost calculation; 18. Break even point analysis, cash flow; 19. Prices, base-point pricing, pricing methods; 20. Supply process, material balance, calculation of material consumption, supply standards fixing; 21. Productive activity of enterprise, production function - teoretic principle of production economy, capacity of production; 22. Investment activity of enterprise, procedure and methods of investment efficiency evaluation; 23. Evaluation of business performance; 24. Crisis development of enterprise, turnaround and extinction of a enterprise. 25. Introduction to management. 26. The historical evolution of management. 27. Strategic management. 28. Planning. 29. Organizational structure. 30. Human resources management. 31. Leadership. 32. Theory of motivation. 33. Communication. 34. Decision making. 35. Control processes. 36. Organizational culture.
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Learning activities and teaching methods
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unspecified
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Learning outcomes
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Contents of this subject is state final exam in management, business economics and marketing. Student should show in the frame of state final exam knowledge of basic items, principles of management and marketing and their application.
Student knows basic items, theoretical principles and methods used in management, business economics and marketing. Student is able to use gained theoretical knowledge in practice.
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Prerequisites
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unspecified
KOD/YZMA and KEN/OEP1 and KŘE/YMANZ
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Assessment methods and criteria
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Oral examination
Student must show knowledge of compact survey of basic items and principles of management, business economics and marketing, react to the specific questions and apply basic theoretical knowledge on examples in practice.
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Recommended literature
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KINICKI, A., WILLIAMS, B.K. Management: a practical introduction. New York: McGraw-Hill Irwin, 2013. ISBN 978-0-07-802954-7.
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Kotler, P., Armstrong, G. Principles of Marketing. Upper Saddle River, 2010.
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Kotler, P., Bowen J.T., Makens J.C. Marketing for Hospitality and tourism. Boston, 2010.
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McDaniel, C. D. Marketing research : international student version. Singapore : John Wiley & Sons.
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ROBBINS, S.P., COULTER, M. Management. Upper Saddle River : Pearson Prentice Hall, 2009. ISBN 978-0-13-209071-1.
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ROBBINS, S.P., DECENZO, D.A., COULTER, M. Fundamentals of management. Boston: Pearson, 2013. ISBN 978-0-273-76617-9.
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SCHERMERHORN, J.R. Management. Hoboken : John Wiley & Sons, 2010. ISBN 978-0-470-53051-1.
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