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Lecturer(s)
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Horáková Helena, doc. Ing. CSc.
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Švarcová Marie, Ing. Ph.D.
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Pícha Kamil, doc. Ing. Ph.D., MBA.
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Course content
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unspecified
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Practical training
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Learning outcomes
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Prerequisites
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The course of Strategic Marketing is a prerequisite for the course of Marketing (ZMA).
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Assessment methods and criteria
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Oral examination, Written examination, Seminar work
Credit Requirements: Examination Requirements:
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Recommended literature
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Cravens, D.W, Piercy, N.F. Strategic Marketing. McGraw-Hill Irwin, NY, 2013. ISBN 978-0-07-802890-8.
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Helena Horáková. Marketingové strategie. Praha: Idea Service, 2014. ISBN 978-80-85970-81-4.
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Horáková,H. Strategický marketing.. Praha: Grada Publishing., 2003. ISBN 80-247-0447-1.
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Kotler, P., Keller, L.K. Marketing management. Grada Publishing: Praha, 2013. ISBN 978-80-247-4150-5.
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Kumar,N. Marketing jako strategie vedoucí k úspěchu.. Praha: Grada Publishing., 2003. ISBN 80-247-2439-3.
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Meffert, H. Marketing Management.. Praha: Grada Publishing., 1996. ISBN 80-7169-329-4.
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