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Lecturer(s)
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Horváth Gejza, doc. Ing. CSc.
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Vysloužilová Daniela, Ing. Ph.D.
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Povolná Lucie, Ing. Ph.D.
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Course content
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1. Basic Principles of Marketing, Role, Aim of Marketing 2. Marketing Conceptions 3. Planning 4. Marketing Environment, External and Internal Influences 5. Marketing Information System, Marketing Research 6. Consumer Behavior, Buying Decision Process 7. Marketing Strategy Make-Up: Segmentation, Targeting, Positioning 8. Product: Classification, Conceptions, Branding, Services 9. Product: New Products, Product Life Cycle, New Product Introduction Strategies 10. Price, Pricing methods, Pricing Strategies 11. Distribution 12. Communication 13. Marketing Organization 14. Control, Marketing Audit
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Learning activities and teaching methods
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unspecified
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Learning outcomes
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The class introduces the basic principles of marketing management. It brings up the essential marketing attitudes and definitions that modern marketing management comes out. The bearing topics are planning, research, consumer behavior analysis and particular components of the marketing mix. The class gives the complex idea of how to approach to nowadays market environment.
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Prerequisites
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unspecified
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Assessment methods and criteria
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unspecified
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Recommended literature
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Kotler, P. Marketing, Management.. 1995.
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Kotler, P. Marketing od A do Z. 2003.
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Kotler, P. Marketing podle Kotlera.. 2000.
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Majaro, S. Základy marketingu.. 1996.
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