|
Lecturer(s)
|
|
|
|
Course content
|
- The role of marketing - Market and customer oriented business dealings - The development of a marketing concept - Market research - Strategic planning in marketing - Portfolio an analysis - Marketing strategies - Tactical planning - A product analysis - Distribution strategies - Communication strategies - AIDA - Model
|
|
Learning activities and teaching methods
|
Collaborative instruction, Project-based instruction, Multimedia supported teaching, Skills demonstration, Practicum
- Team project (50/number of students)
- 10 hours per semester
- Contact hours
- 26 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 15 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Language competence at the level of ÚJP/NC8W or at B2 level of the Common European Framework for Languages. |
| learning outcomes |
|---|
| - to use German marketing terms in communication - to explain terms relating to marketing communication. |
| Skills |
|---|
| to draft a communication strategy of a fictitious company |
| teaching methods |
|---|
| Knowledge |
|---|
| Practicum |
| Multimedia supported teaching |
| Skills demonstration |
| Project-based instruction |
| Collaborative instruction |
| assessment methods |
|---|
| Skills demonstration during practicum |
| Individual presentation at a seminar |
| Project |
|
Recommended literature
|
-
KALKA, R., MÄßEN, A. Marketing. 5. Auflage. Planegg: Rudolf Haufe Verlag GmbH, 2009. ISBN 978-3-448-10043-3.
-
Körmendy, Viliam. Německo-český slovník marketingových výrazů. Bratislava : Uniapress, 1997. ISBN 80-85313-27-8.
-
LÉVY-HILLERICH, Dorothea. Kommunikation in der Wirtschaft. Plzeň: FRAUS, 2009. ISBN 978-80-7238-893-6.
|