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Lecturer(s)
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Škodová Parmová Dagmar, doc. Dr. Ing.
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Course content
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1. STRATEGIC MARKETING PROCESS, CHARACTER, STAGES 2. MARKETING SITUATION ANALYSIS 3. SETTING THE MARKETING OBJECTIVES, SELECTION OF TARGET MARKETS 4. MARKETING PLANNING AND MARKETING PLANS 5. MARKETING STRATEGIES AND TACTITCS, CHOICE AND USE OF THEM 6. MARKETING REALIZATION 7. MARKETING CONTROL 8. MARKETING RESEARCH IN CONSUMER MARKETS - QUALITATIVE AND QUANTITATIVE 9. STRATEGY OF BRAND MANAGEMENT 10. MARKETING SPECIFICS ON CONSUMER MARKETS 11. PURPOSE OF PURCHASING DECISION MAKING AND POST-PURCHASE BEHAVIOR OF CONSUMERS 12. RACIONALITY AND IRACIONALITY IN CONSUMER BEHAVIOR 13. DEMOGRAPHIC AND GEOGRAPHIC CHARACTERISTICS OF CONSUMERS AND THEIR RELATIONSHIP WITH CONSUMER BEHAVIOR 14. SOCIAL EFFECTS ON CONSUMER BEHAVIOR (CULTURE, SUBCULTURE AND REFERENCE GROUP) 15. RELATIONSHIP OF HOUSEHOLDS AND FAMILIES TO CONSUMER BEHAVIOR 16. SELF-CONCEPT AND LIFE STYLE IN RELATION TO CONSUMER BEHAVIOR
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Learning activities and teaching methods
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- Preparation for classes
- 80 hours per semester
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Learning outcomes
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Students complete the final state examination of subjects oriented on marketing and its use in different branches. The content of each SZZ course corresponds to the knowledge and skills and general competencies acquired within each semester. Students demonstrate the results of their studies through oral examinations, but also as part of a case study or other specific complex assignment.
The students understand the principles of the subject.
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Prerequisites
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Completing of all subjects from the study plan.
KOD/OMM and KOD/CB and KOD/OSMA
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Assessment methods and criteria
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Student performance assessment
Examination Requirements: Oral exam.
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Recommended literature
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BLAKELY, Edward James a Nancey Green LEIGH. Planning local economic development: theory and practice.. Los Angeles: Sage, 2010. ISBN 978-1-4129-6093-9.
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FORET, Miroslav a Silvia MEGYESIOVÁ. Marketing research in regional development.. Brno: Mendel University in Brno, 2013. ISBN 978-80-7375-774-8.
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Johnston, R., Clark, G., & Shulver, M. Service operations management: improving service delivery (4th ed.). Harlow: Pearson, 2012.
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Palmer, A. Principles of services marketing (Sixth edition). Maidenhead: McGraw-Hill Companies, 2011.
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