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Lecturer(s)
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Humlerová Veronika, Mgr. Ing. Ph.D.
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Course content
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Lectures: 1 - introduction, basic terminology, origin, development, essence; 2 - marketing management, marketing strategies, planning; 3 - consumer and industrial markets, supply, demand; 4 - marketing environment; 5 - market segmentation; 6 - competition; 7 - marketing information system, marketing research; 8 - marketing tools, product: services; 9 - product: products, product life cycle; 10 - product price; 11 - product distribution; 12 - product support; 13 - international marketing. Exercises: 1 - the importance of marketing, assignment of semester work; 2 - basic concepts in marketing; 3 - Customer managed business; 4 - Baťa - company management system; 5 - marketing - Tomáš Baťa; 6 - use of marketing in practice; 7 - consumer analysis; 8 - analysis of the marketing environment; 9 - obtaining information for marketing decisions; 10 - product; 11 - product pricing; 12 - product distribution; 13 - product support, product life cycle - summary and nature of changes.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
- Preparation for credit
- 44 hours per semester
- Semestral paper
- 40 hours per semester
- Class attendance
- 16 hours per semester
- Preparation for exam
- 50 hours per semester
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Learning outcomes
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The aim of the course is to understand the essence of marketing and its content in the company and society. The basic prerequisite is an orientation in marketing terminology and knowledge of the meaning of individual terms, eg: marketing concept, marketing strategy, marketing tactics, ie marketing tools - product and its support, price and distribution. Marketing begins with the knowledge of the factors and influences of the marketing environment, which includes not only the company / organization and its capabilities with the contribution of science and technology, but also the consumer and customer, including their shopping behavior and decision-making about their needs, wishes and requirements. satisfy in terms of time and profit. The management of this process is supported by a marketing information system and marketing research, carried out in a marketing - market segmented environment.
Students understand the basic terminology and principles of marketing approach to the market. They are able to work with marketing in the company / organization.
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Prerequisites
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Knowledge of Management
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Assessment methods and criteria
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Oral examination, Test
Credit requirements: attendance at seminars according to the study regulations and elaboration of a semester work. Exam requirements: written test (60% success rate)
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Recommended literature
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BÁRTA, V., BÁRTOVÁ, H. Marketingový výzkum trhu. Praha, 1991.
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BAŤA, J.T., SINCLAIROVÁ, S. Tomáš Baťa-Švec pro celý svět..
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BEARDEN, W. O. Marketing: principles & perspectives. Chicago, 1995.
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BENET, P. D. Marketing. New York, 1988.
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Boučková a kol.:. Marketing, C. H. Beck, 2003.
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ERDÉLY, E. Baťa - Švec, který dobyl svět. Praha, 1990.
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HLAVÁČ, M. Tvůrci českého zázraku. Praha, 2000.
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Horáková, H. Strategický marketing. Praha, 2003. ISBN ISBN 80-247-0447-.
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KOTLER, P., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000.
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KOTLER, P. Marketing od A do Z. Osmdesát pojmů, které by měl znát každý manažer. Praha, 2003.
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KOTLER, P. 10 smrtelných marketingových hříchů.
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McCARTHY, E.J., PEREAULT, W.D. Základy marketingu. Praha, 1995.
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WHITELEY, R.C. Podnik řízený zákazníkem. Praha, 1991. ISBN 80-85605-69-4.
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