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Lecturer(s)
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Machová Adéla, MgA. Ph.D.
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Course content
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1. Trademark as a communication tool, and its value 2. Customer's behaviour, their motivations, and predispositions. 3. Strategy of targeted marketing, phases. 4. Segmentation of customers and determining relevant criteria. 5. Targeting, effective targeting of a marketing strategy. 6. Positioning, repositioning and rebranding, attitude orientation. 7. Marketing situational analysis and creating marketing goals. 8. Marketing research, project and goals. 9. Quantitative marketing research and its methods. 10. Qualitative marketing research and its methods. 11. Marketing planning in connection with management of an organization.
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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 teaching takes up the knowledge of basic marketing categories and focuses on deeper learning of specific marketing tools, methods and strategies, especially in the field of arts and culture. In respect of practical training, the students will attend to individual spheres of integrated marketing communication, and mainly to the communication mix and its trends. They will actively participate in market research, the process of marketing planning, and team creating of an advertising campaign. In order to obtain as wide range of potentially useful skills as possible, they will familiarize with specifics of marketing in various markets related to their specialization. After completing this course the students will be able to participate in team solving of marketing tasks of an organization, but also to perform basic marketing activities on their own, to analyze the marketing situation of a small institution, to perform marketing research, to participate in setting marketing goals and strategies, and to cooperate in integrated marketing communications. The acquired knowledge and artistic creativity will enable the graduates to incorporate easily in marketing activities of not only advertising and other agencies, but all commercial and noncommercial organizations, or to be able to win the market individually.
The student is able to describe marketing tools and principles of their functioning in detail. They can compare basic systems of the marketing mix and explain when it is appropriate to apply them. The student is able to give reasons for the importance of internal and external factors of marketing environment. They can explain the role of brand and its positioning. They can describe basic methods and tools of marketing research and explain the strategy of target marketing and customer orientation. The student is able to explain the fundamentals of segmentation and its principles. The student can describe how a marketing plan is created.
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Prerequisites
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Successful completion of the previous study
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Assessment methods and criteria
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unspecified
Own creative work - elaboration of a point-based scenario of marketing approach to the market on the example of a fictitious company - according to a specific assignment
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Recommended literature
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Frey, P. To nejlepší z nových trendů. Praha, Management Press, 2008.
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JOHNOVÁ R., ČERNÁ J. a kol. Arts Marketing, Marketing umění a kulturního dědictví. Praha: VŠE, OECONOMICA, 2007. ISBN 978-80-245-1276-1.
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Karlíček, M. a kol. Marketingová komunikace: jak komunikovat na našem trhu. Praha, Grada Publishing, 2016.
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Karlíček, M. a kol. Základy marketingu. Praha: Grada, 2013.
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Keller, K. L. Strategické řízení značky. Praha, Grada Publishing, 2007.
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KOTLER, P. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
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Levinson, J. C. Guerilla marketing. Brno, Computer Press, 2009.
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Tahal, R. Marketingový výzkum. Praha, Grada Publishing, 2017.
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Tomandl, J. Jak účinně oslovit média. Brno, Computer Press, 2011.
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Vysekalová, J. Emoce v marketingu. Praha, Grada Publishing, 2014.
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