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Lecturer(s)
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Švec Roman, doc. Ing. Ph.D.
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Švarcová Marie, Ing. Ph.D.
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Course content
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Topics: 1. Introduction to marketing, marketing development and trends, ethics in marketing. 2. Marketing process, marketing management, types of marketing goals, planning and evaluation of marketing activities. 3. Understanding marketing environment (macroenvironment, microenvironment), methods of situation analysis and identification of opportunities and threats. 4. Consumer and business markets. Final consumers, businesses, intermediaries and their purchasing behaviour. Customer relationship management. 5. Targetting, segmentation, competition. 6. Obtaining information for marketing decision making. Marketing research, purpose and use. Marketing information system and its' parts. 7. Marketing mix. 8. Product policy. Types of products and services, product market entry, product life-cycle, packaging, brand, services. 9. Distribution policy (place). 10. Pricing policy and setting up prices. 11. Marketing communication and promotion, communication mix. 12. Media and media planning, regulation of marketing communication. 13. International marketing.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Case studies
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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
Credit Requirements: Implication in training, exercise elaboration Examinatio -n Requirements: test (18 - 20 questions), 25 minute. oral examination
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Recommended literature
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BAŤA, J.T., SINCLAIROVÁ, S. Tomáš Baťa-Švec pro celý svět..
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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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KOTLER, P., ARMSTRONG, G . Principles of Marketing. Prentice Hall, 2010.
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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 marketingu.. Praha, 2016.
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WHITELEY, R.C. Podnik řízený zákazníkem. Praha, 1991. ISBN 80-85605-69-4.
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