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Lecturer(s)
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Švarcová Marie, Ing. Ph.D.
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Švec Roman, doc. Ing. Ph.D.
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Course content
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Course Content Lectures: 1 - Introduction to the marketing. Basic terminology, inception, development and principle of marketing 2 - Marketing environment (micro and macro marketing) 3 - Competition, Competition analysis 4 - Consumer markets, Industry markets, Commission house, 5 - Market segmentation 6 - Marketing information system (MIS), Marketing research, Marketing communications 7 - Instruments of marketing,, Services, 4C, 4P, 8 - Products, Product life cycle, 9 - Price of product 10 - Place of product 11 - Promotion of product 12 - Marketing management, Marketing stratégy, 13 - Applied marketing. International marketing Seminars: 1. Introduction to the marketing. Basic terminology, inception, development and principle of marketing 2. Marketing environment (micro and macro marketing) 3. Marketing mix (Product and Services, Price, Place, Promotion) 4. Marketing management
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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The main objective of this subject 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 examples (case studies).
Students will understand the main concepts and principles of marketing and will be able to apply them in business settings.
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Prerequisites
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No special prerequisites are necessary for this course.
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Assessment methods and criteria
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Oral examination, Written examination, Test, Seminar work
Credit Requirements: Processing of the topic of the semester work. Exami Requirements: The exam consists of two parts - written and oral. Test (18-20 questions), approximately 25 minutes oral examination
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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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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. Strategický marketing. Praha, 2003. ISBN 8024704471.
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KOTLER, P., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000.
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McCARTHY, E.J., PEREAULT, W.D. Základy marketingu. Praha, 1995.
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Solomon, M.R., Marshall, G.W., Stuart, E.W. Marketing očima světových marketing manažerů. Brno: Computer Press, 2006. ISBN 80-251-1273-X.
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ŠVARCOVÁ, M. Základní principy marketuingu.. Praha, 2016.
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WHITELEY, R.C. Podnik řízený zákazníkem. Praha, 1991. ISBN 80-85605-69-4.
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