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Lecturer(s)
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Tlučhoř Jan, Ing. Ph.D.
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Hommerová Dita, Doc. Ing. Ph.D., MBA
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Kochová Eliška, Ing.
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Janeček Petr, Doc. Ing. Ph.D.
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Turchyn Liuba, magistr kand.ekon.věd, dipl.spec.
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Course content
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Introduction to marketing and its role in society Market analysis Marketing planning Market research Marketing mix - product Marketing mix - distribution Marketing mix - price Marketing mix - promotion New trend in promotion Internet marketing Psychology of customer behavior in the B2B and B2C market Introduction to services marketing Additional information for the students of the combined form of study is on the COURSEWARE.
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Learning activities and teaching methods
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Lecture with practical applications, E-learning, Multimedia supported teaching, Students' portfolio, Individual study, Self-study of literature, Practicum
- unspecified
- 30 hours per semester
- Preparation for an examination (30-60)
- 43 hours per semester
- Contact hours
- 52 hours per semester
- Undergraduate study programme term essay (20-40)
- 31 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| None |
| learning outcomes |
|---|
| to explain the role of marketing, marketing planning and business information systems |
| to explain the need of analysis of marketing environment and environmental factors |
| to compare marketing and other business concepts |
| Skills |
|---|
| to apply theoretical basics of marketing and marketing orientations in the business practice |
| to apply marketing mix, perform and present marketing plan project |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| E-learning |
| Multimedia supported teaching |
| Self-study of literature |
| Interactive lecture |
| Skills |
|---|
| Practicum |
| Students' portfolio |
| Competences |
|---|
| Practicum |
| Multimedia supported teaching |
| E-learning |
| Interactive lecture |
| Self-study of literature |
| Students' portfolio |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Seminar work |
| Skills |
|---|
| Skills demonstration during practicum |
| Competences |
|---|
| Written exam |
| Skills demonstration during practicum |
| Seminar work |
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Recommended literature
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Boučková, Jana. Marketing. Praha, 2003. ISBN 80-7179-577-1.
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Foret, Miroslav. Marketingová komunikace. 3., aktualiz. vyd. Brno : Computer Press, 2011. ISBN 978-80-251-3432-0.
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Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
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Godin, Seth. Tohle je marketing! : zcela nový přístup k marketingu, prodeji a reklamě. První vydání. 2020. ISBN 978-80-271-2567-8.
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Jakubíková, Dagmar. Strategický marketing : strategie a trendy. 2., rozš. vyd. Praha : Grada, 2013. ISBN 978-80-247-4670-8.
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Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 2., aktualizované a doplněné vydání. 2016. ISBN 978-80-247-5769-8.
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Karlíček, Miroslav. Základy marketingu. 1. vyd. Praha : Grada, 2013. ISBN 978-80-247-4208-3.
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Kotler, Philip, Kartajaya, Hermawan a Setiawan, Iwan. Marketing 4.0: moving from traditional to digital. Hoboken: Wiley, 2017. ISBN 978-1-119-34120-8.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
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Světlík, Jaroslav. Marketing - cesta k trhu. Plzeň : Aleš Čeněk, 2005. ISBN 80-86898-48-2.
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Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
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Urbánek, Tomáš. Marketing. 1. vyd. Praha : Alfa Nakladatelství, 2010. ISBN 978-80-87197-17-2.
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Vlaštíková, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha : Grada Publishing, 2014. ISBN 978-80-247-5037-8.
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