Czech

4

This course will provide a set o knowledge needed for understanding of the role of marketing in the management process of the firm as well as for the management of specific areas (production, technology, R+D etc.). The important role plays understanding of customers (analysis of their wants and needs, decission-making process, factors influencing their buying behaviour...) for the long-term firm´s development.

Knowledge of basic economic categories.

Not applicable.

Lectures and discussions on given topics. Seminars enabling more in-depth understanding of various topics from lectures

The assessment of students’ knowledge is based both on continual assessment (written test) as well as on the final written test assessment. The final grade will reflect both above mentioned parts

1. General considerations for marketing utilization in our conditions
2. Marketing mix - the understanding of "classical" vs. "extended" marketing mix ce, place, promotion)
3. Product - marketing approach to products, management of product portfolio
4. Product - brand, branding
5. Price - the role of price in marketing mix, factors influencing the pricing
6. Price - the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis
7. Distribution - the role of distribution in marketing mix, the distribution channels selection
8. Communication - the communication mix elements, advertising, sales support
9. Communication - personal sales, Public relations
10. Current trends in company communication
11. Marketing research - primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research
12.Current trends in marketing
13. Current trends in marketing

Not applicable.

The goal of the course is to provide students with basic knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.

The learning process will be evaluated through continuous assessment.

Not applicable.

KARLÍČEK, M. Základy marketingu. Praha: Grada Publishing, 2018. 288 s. 978-80-247-5869-5 (CS)
KOTLER, P. Marketing management. 14. rozšířené vydání. Praha: Grada Publishing, 2013. 7816 s. ISBN 978-80-247-4150-5 (CS)
JAKUBÍKOVÁ, D. Strategický marketing. Strategie a trendy. 2. rozšířené vydání. Praha: Grada, 2013. 368 s. 978-80-247-4670-8 (CS)
KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 4.0: Moving from traditional to digital. John Wiley & Sons, 2016. (EN)
KINGSNORTH, S. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers, 2016. (EN)

VAŠTÍKOVÁ, M. Marketing služeb: efektivně a moderně. 2. vyd. Praha: Grada, 2014, 268 s. Manažer. ISBN 978-80-247-5037-8, 2014. (CS)
KARLÍČEK, M. Marketingová komunikace. Jak komunikovat na našem trhu. 2. vyd. Praha: Grada, 2016. 244 s. ISBN 978-80-247-5769-8 (CS)

13 hours, compulsory