Lecturer(s)
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Hommerová Dita, Doc. Ing. Ph.D., MBA
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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 Marketing mix - new trends in promotion Psychology of customer behavior in the B2B and B2C market Introduction to services marketing Marketing trends 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
- 34 hours per semester
- Preparation for an examination (30-60)
- 43 hours per semester
- Contact hours
- 39 hours per semester
- Undergraduate study programme term essay (20-40)
- 40 hours per semester
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prerequisite |
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Knowledge |
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None |
learning outcomes |
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to explain the role of marketing, marketing planning and business information systems |
to understand the need of analysis of marketing environment and environmental factors |
to compare marketing and other business concepts |
to critically solve basic problems in maketing environment and planning |
to make qualified decisions in marketing processes |
Skills |
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to apply theoretical basics of marketing and marketing orientations in the business practice |
to apply marketing mix, perform and present marketing plan project |
Competences |
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N/A |
N/A |
N/A |
teaching methods |
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Knowledge |
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E-learning |
Multimedia supported teaching |
Self-study of literature |
Interactive lecture |
Skills |
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Practicum |
Students' portfolio |
Task-based study method |
Lecture |
Case Studies |
Case Studies |
case studies |
Competences |
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Practicum |
Multimedia supported teaching |
E-learning |
Interactive lecture |
Self-study of literature |
Students' portfolio |
assessment methods |
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Knowledge |
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Written exam |
Seminar work |
Skills |
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Skills demonstration during practicum |
Competences |
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Written exam |
Skills demonstration during practicum |
Seminar work |
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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Karlíček, Miroslav. Základy marketingu. 1. vyd. Praha : Grada, 2013. ISBN 978-80-247-4208-3.
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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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Vaštíková, Miroslava. Marketing služeb: efektivně a moderně. Praha, 2008. ISBN 978-80-247-2721-9.
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