Course: Marketing Applications in English

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Course title Marketing Applications in English
Course code KMO/AMTGB
Organizational form of instruction Lecture + Tutorial
Level of course Bachelor
Year of study 3
Semester Summer
Number of ECTS credits 4
Language of instruction English
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
Lecturer(s)
  • Mičík Michal, Ing. Ph.D.
Course content
marketing of bank services, marketing in insurance business marketing in transportation marketing in education sports marketing, sponsoring retail marketing city marketing marketing in culture ethics in marketing, social responsible marketing non-profit marketing, fundrasing mobile marketing political marketing international marketing

Learning activities and teaching methods
Task-based study method, Lecture, Practicum
  • Contact hours - 39 hours per semester
  • Undergraduate study programme term essay (20-40) - 26 hours per semester
  • Preparation for an examination (30-60) - 39 hours per semester
  • Presentation preparation (report) (1-10) - 5 hours per semester
prerequisite
Knowledge
to provide knowledge of marketing basics
Competences
N/A
N/A
N/A
learning outcomes
Knowledge
to understand marketing activities in companies and organizations (towns and municipalities, banks, transportation firms, postal firms, professional sport, commercial culture, tourism etc.)
Skills
to apply acquired knowledge practically to partial outputs to get specific marketing tasks solution
Competences
N/A
N/A
teaching methods
Knowledge
Lecture
Lecture supplemented with a discussion
Self-study of literature
Skills
Practicum
Task-based study method
Individual study
Students' portfolio
One-to-One tutorial
Competences
Lecture
Practicum
Individual study
assessment methods
Knowledge
Written exam
Seminar work
Skills
Seminar work
Individual presentation at a seminar
Competences
Self-evaluation
Seminar work
Individual presentation at a seminar
Recommended literature
  • Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
  • Cateora, P., Graham, J. International Marketing. McGraw-Hill/Irwin, 2001.
  • Copley, Paul. Marketing communications management concepts and theories, cases and practices. Oxford : Butterworth-Heinemann, 2004. ISBN 978-0-08-047337-6.
  • Gilbert, David. Retail marketing management. 2nd ed. Harlow : Financial Times/Prentice Hall, 2003. ISBN 978-1-4058-7031-3.
  • Kerin, Roger A. Strategic marketing problems: cases and comments. Boston : Prentice Hall, 2010. ISBN 978-0-13-610706-4.
  • Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan. Marketing 4.0 : moving from traditional to digital. 2017. ISBN 978-1-119-34120-8.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
  • Lees-Marshment, Jennifer. Political marketing : principles and applications. 2nd ed. London : Routledge, 2014. ISBN 978-0-415-63207-2.
  • Leroux Miller, Kivi. The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause. San Francisco : Jossey-Bass, 2010. ISBN 978-0-470-53965-1.
  • Lovelock, Christopher H.; Wirtz, Jochen. Services marketing : people, technology, strategy. 7th ed. Boston : Pearson, 2011. ISBN 978-0-273-75606-4.
  • Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
  • Pelsmacker, Patrick de. Advertising in new formats and media : current research and implications for marketers. First edition. 2016. ISBN 978-1-78560-313-6.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): Retail Management (2015) Category: Economy 3 Recommended year of study:3, Recommended semester: Summer