Course detail
Rudiments of Marketing
FIT-IZMAAcad. year: 2020/2021
Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.
Supervisor
Department
Learning outcomes of the course unit
How to do marketing.
Prerequisites
No prerequisite knowledge is called for.
Co-requisites
Not applicable.
Recommended optional programme components
Not applicable.
Recommended or required reading
Vysekalová, J.: Marketing. Praha, Fortuna, 2006. (CS)
Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003. (CS)
Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5.
Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
Kotler, P.: Marketing management. Praha, Management Press, 2001.
Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. (in Czech)
Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003.
Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005.
Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. (in Czech)
Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003.
Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. (in Czech)
Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. (in Czech)
Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002.
Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5.
Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. (in Czech)
Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. (in Czech)
Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003. (in Czech)
Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005.
Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003.
Planned learning activities and teaching methods
Not applicable.
Assesment methods and criteria linked to learning outcomes
Attendance at practice and homework.
Language of instruction
Czech, English
Work placements
Not applicable.
Aims
The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students' characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business while emphasising the use of SWOT analysis.
Specification of controlled education, way of implementation and compensation for absences
Attendance at practice and homework.
Type of course unit
Lecture
26 hours, optionally
Teacher / Lecturer
Syllabus
Rudiment knowledge in the marketing area.
Fundamentals seminar
26 hours, compulsory
Teacher / Lecturer
Syllabus
Rudiment knowledge in the marketing area.
Project
13 hours, compulsory
Teacher / Lecturer