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Lecturer(s)
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Povolná Lucie, Ing. Ph.D.
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Course content
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1. Basic Terms of Marketing, Its Role. 2. Marketing Conceptions 3. Marketing Planning 4. Marketing Environment, External and External Factors 5. Marketing Information System, Information, Marketing Research 6. Buying Behaviour, Buying Decision Process, Factors Influencing the Buyer Behaviour 7. Market Strategy: STP, Other Strategies 8. Product: Classification, Conception, Branding, Services 9. Product: New Products, Life Cycle 10. Pricing, Pricing Methods 11. Product Distribution 12. Communication 13. Marketing Organizing, Integration and Control
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Learning activities and teaching methods
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unspecified, unspecified, unspecified
- unspecified
- 26 hours per semester
- unspecified
- 26 hours per semester
- unspecified
- 26 hours per semester
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Learning outcomes
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The subjec tintroduces the marketing conception, principle and modern approach to marketing. The objective is to emphasize its interdisciplinary characteristics and significance of the marketing approach to business management.
Upon successful completion of this course, students will be able to: - recognize the basic terms of marketing and its significance in practice - analyse marketing environment - identify the target market - create a marketing plan for SME - apply the marketing strategies into practice
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Prerequisites
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Not required.
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Assessment methods and criteria
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unspecified
Semestral project - Marketing Plan Students work on the project during the semester, it is continuously checked and in the end of semester presented. For passing the subject the student must reach 60 %. In case of the distance education all instruction and materials will be available in Moodle (FSE) in course Introduction to Marketing. For Erasmus programme student there are the following grades: A: 92 100 % B: 84 91 % C: 76 83 % D: 68 75 % E: 60 67 % F: 0 59 %
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Recommended literature
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GODIN Seth. Purple Cow.
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HACKLEY, Ch. E. Marketing in context: setting the scene.
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KEEGAN, W. J., BRILL, E. A., PURI, S. Global marketing management.
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KIM W. Chan and Renée MAUGORGNE. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant.
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KOTLER, Philip and Kevin Lane KELLER. Marketing Management.
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WHEELER, Alina. Designing brand identity.
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