Objective of the course – aims of the course unit:|
The goal of this course is to provide a platform for discussion about up-to-date trends in marketing utilization, especially with the focus on up-to-date methods and knowledge utilization.
Objective of the course – learning outcomes and competences:|
The course contribute to increasing the students´ knowledge in selected aspects of current marketing knowledge
Advanced understanding of marketing terms and categories, as well as current trends in marketing utilization.
Course contents (annotation):|
The course is oriented towards presentation of current marketing knowledge, with special focus to strategic marketing, services marketing and international marketing issues.
Teaching methods and criteria:|
The teaching methods are based on self-study approach, on the development of analysis of marketing challenges in "advanced" firms and of the utilization of scientific analytycal and synthetical methods in analysis and proposals.
Assesment methods and criteria linked to learning outcomes:|
Evaluation is based on a written assignment on a given topic.
1. Current marketing knowledge
2. Utilization of analytical methods
3. Synthesis as a starting point in marketing measurement options generalization
Specification of controlled education, way of implementation and compensation for absences:|
The course is organised and led in accordance to study plan concerned.
Zeithaml, V.A., Bitner, M.J. Services marketing
Murphy, J. Intermarket Analysis : Profiting from Global Market Relationships