Předmět Marketing of TS Products (IEI06E)

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Materiál	Typ	Datum	Počet stažení

Osnova

PřednáškaMarketing Introduction, definition of marketing and productFirm orientation on the market, different roles in developed and developing countriesRules of marketing research and market surveyMarketing environment, main challenges in developing countriesConsumers Behaviour, buying processNew trends in marketingMarketing Mix - as an essencial tool of marketingIdentification of product - clasification, PCLDistribution of products, different approachesPromotion - marketing communication as a key role of marketingPrice, factors of price establishmentSpecialities of agricultural products in marketingCvičeníMarket productsApproach to marketing of different companiesMarket survey - supplyQuestionnaire - kinds of questionsMarket survey - demandMarket segmentation - analysesMarketing mix in practiseProduct and distribution of specific productsPromotion and price of specific productsMarketing of agricultural products - case studies of studentsMarketing of agricultural products - case studies of studentsMarketing of agricultural products - case studies of students

Získané způsobilosti

Znalosti:Students understand importance of marketing in various conditions. They are aware of different types of products, distribution methods, setting the price policy and promotion approaches. They have knowledge of underlining the most important aspects of marketing; they can organize market survey or marketing research, collected data and present the results. They understand basic terms of marketing and international marketing. Dovednosti:Students can do marketing research and market survey, analyze the main characteristics of marketing mix selected products. They are able to analyze internal and external factors of marketing environment. They are able to formulate their thoughts and opinions using professional terminology in the form of essay and oral presentation.Kompetence - komunikace:They are able to work effectively and in teams with other colleagues and experts and they are able effectively communicate their knowledge. Students are able to discuss the issues related to marketing and formulate critical judgments based on relevant information.Kompetence - úsudek:Students know how to select, design and use marketing promotion and which data collection instrument use during marketing research. They are able to identify, formulate, and analyze problems and propose solution to them.

Literatura

ZákladníHavel J, Holíková P. 2006. Marketing of agriculture in developing countries. Prague 6-Suchdol. CUA Praha, 86 p.Kotler P. 2002. Marketing Management. New York. Prentice Hall, 768 pp.Kotler P, Lee NR. 2011. Social marketing Influencing behaviors for good. Thousands Oaks. Sage Publications Inc., 456 pp.DoporučenáFAO. 1997. Agricultural and food marketing management. Rome. FAO, 344 pp.Linhart Z. 2003. Marketing for agricultural economic and management. Prague 6-Suchdol. CUA Praha, 112 pp.Scott D. 2011. The New Rules of Marketing and PR. John Wiley and Sons. Canada.

Požadavky

None

Garant

Ing. Petra Chaloupková, Ph.D.