Marketing

Zkratka předmětu KOD/DMARA
Název předmětu Marketing
Akademický rok 2019/2020
Pracoviště / Zkratka KOD/DMARA
Název Marketing
Akreditováno/Kredity Ano/11
Rozsah hodin
Vyučovací jazyk angličtina
Nahrazovaný předmět KOD/DMAR
Vyloučené předměty
Podmiňující
Způsob zakončení Zkouška
Forma zakončení Kombinovaná
Zápočet před zkouškou Ano
Vyučovaný semestr ZimníLetní
Cíle předmětu (anotace)

The aim of the course is to deepen the knowledge of marketing and to orient students to rapidly changing markets, adaptation of marketing management and strategies to new globalization and hypercompetitive trends for the use of market opportunities. The subject is two-semester.

Požadavky na studenta

Submit for the exam twenty five pages of written work focused on marketing within the context of the dissertation topic. A discussion of the submitted work will take place for the exam. Knowledge of the basics of marketing, strategic marketing and current trends.

Obsah

Contenct of the subject:

1. Marketing - importance of marketing, marketing concepts, marketing in practice, marketing orientation, marketing management tasks, marketing mix approaches.
2. Collection of information, marketing research - components of modern information system, internal data, marketing intelligence, analysis of microenvironment and macro environment, forecasting and measuring of demand, marketing research process.
3. Customer Relationship Development, Consumer Market Analysis, B2B Relationship Lysis - Building Value, Customer Satisfaction and Customer Loyalty, Customer Relationship Management, Customer Database, Database Marketing, Consumer Behavior, Purchasing Decision Process, Behavioral Decision Theory, B2B Purchasing Process , purchasing process, purchasing process stage, relationship management with B2B customers.
4. Building strong brands - creating and building brand value, brand value measurement, brand value management, brand strategy, customer value, brand positioning.
5. Product development and service management - Product classification, product and service differentiation, design, product and service relationships, quality, packaging, labels, guarantees and guarantees, nature and service categories, quality of service management.
6. Preparation of pricing strategies - understanding of princing, pricing, price adjustments, price changes, responses to price changes of competition.
7. Integrated marketing channels - marketing channels and value networks, marketing channel roles, decision making on marketing channel structure and management, channel integration and systems, retail, wholesale.
8. Integrated marketing communication - integrated marketing communication, effective communication, communication mix decisions, advertising, sales promotion, public relations, new trends in marketing communication.
9. Personal communication - direct marketing, interactive marketing, social media, viral marketing, opinion leaders, personal sales, creation and management of sales forces.
10. Holistic marketing organization - trends in marketing practice, internal marketing, socially responsible marketing, marketing implementation and its control.

Předpoklady - další informace k podmíněnosti studia předmětu

The condition of the credit is the submission of a written assignment given by the lecturer during the enrollment of the subject.

Získané způsobilosti

Garanti a vyučující
  • Garanti: prof. Ing. Ľudmila Nagyová, Ph.D.
Literatura
  • KOTLER, P., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000.
  • Westergaard, N. Brand Now: How to stand out in a Crowded, Distracted World. New Jersey: John Willey and Sons., 2012. ISBN 978-0814439227.
  • Kotler, P. B2B Branch Marketing. Springel-Verlag Berlin and Heidelberg GmbH a Co., 2010. ISBN 9783642064708.
  • Hawkins, D., Mothersbaugh, D. Consumer Behavior: Building Marketing Strategy. New York: McGraw Hill Education, 2012. ISBN 978-0077645557.
  • Kotler, P. Ingredient Branding. Springer-Verlag Berlin and Heidelberg, 2010. ISBN 9783642042133.
  • Pulizzi, J. Killing Marketing: How Innovate Businesses Are turning Marketing Cost Info Profit. New York: McGraw Hill Education, 2017. ISBN 978-1-26-002643-6.
  • Kotler, P., Armstrong, G., & Wong, V. Principles of marketing (5th European ed). Upper Saddle River, N.J: Pearson Prentice Hall., 2008. ISBN 978-0-273-71156-8.
  • Meerman Scott, D. The New Rules of Marketing and PR. 5th edition. New Jersay: John Wiley and Sons, 2015. ISBN 978-1119070481.
  • Wstkinson, M. The Ten Princeples Behind Great Customer Experiences. New Jersey, FT Press, 2013. ISBN 978-0273775089.
Vyučovací metody

Hodnotící metody

Ústní zkouška

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