Czech

4

Students will obtain knowledge of specific marketing approaches for practical application in business. Students will be able to solve the problems and decision- making tasks with the use of application software in the field of marketing research, six sigma marketing and marketing management.

Deep knowledge of marketing terms and concepts.

Not applicable.

The course contains lectures that explain basic principles, problems and methodology of the discipline, and exercises that promote the practical knowledge of the subject presented in the lectures.

Preparation and presentation of projects according to professors instructions. Assessment of student´s knowledge via 1 -2 written tests.

Lectures

Marketing research 1 – marketing research methodology
Marketing research 2 - methods and techniques of marketing research
Marketing research 3 – marketing research application
Application software - data processing, marketing decision (SPSS, CRM)
Introduction to six sigma marketing process
Six sigma marketing scorecards - marketing performance evaluation
Six sigma marketing in strategic processes
QFD in marketing area
Six sigma marketing in tactical processes
Six sigma marketing in operational processes

Tutorials

1-2 Marketing research – data processing, problem solving(nominal variables and ordinal variables)
3-4 Marketing Research - Data processing, problem solving (interval variables)
5-6 Market segmentation - factor and cluster analysis using SPSS applications
7-8 Solving examples of marketing management in the application software (CRM and SPSS)
9-10 Presentation of student team-work ouputs - new approaches and tools in marketing application

Not applicable.

The main aim is to furnish students with advanced methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the empahsis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

Assment of written tests and presentation of seminar assignments.

Not applicable.

Not applicable.

KOZEL, R. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha: Grada Publishing a.s., 2006. ISBN 80-247-0966-X. (CS)
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)

PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. 1.vyd. Praha, Grada 1996. 238s. ISBN 80-7169-2999-0. (CS)
CLEVELING, C. M., L. HAMLETON a B. MCCARTHY. Six Sigma for Marketing Processes. Boston: Pearson Education, 2007. ISBN ISBN-10: 013199008X. (EN)
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)

26 hours, compulsory