Předmět Marketing for Lawyers (SOC036)

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Materiál	Typ	Datum	Počet stažení

Cíl

The aim of this lecture is to introduce basic of marketing analysis and utilization marketing approach into management of organization. At the end of this course, students should be able to understand of marketing principles and methods, apply market research, create SWOT analysis and other analysis and apply knowledge at establishing law office.

Osnova

1. Basic principle of marketing, goals of marketing2. Ways of client segmentation, specification of clients, determination of perspective clients3. Expectation of clients, communication with clients4. Measuring of clients satisfaction, strengthen client loyalty5. Determination position in the market6. Building propagation and building image7. Marketing strategies to attract new clients8. Ways how to get competitive advantage9. Customer services offered by lawyers10. Building of effective marketing plan and its implementation11. Determination of marketing costs

Literatura

Kotler on marketing : how to create, win, and dominate markets (Orig.) : Marketing podle Kotlera : jak vytvářet a ovládnout nové trhy. infoMarketing management (Orig.) : Marketing & management : Marketing management : analýza, plánování, realizace a kontrola [Victoria Publishing, 1992] : Marketing management : analýza, plánování, realizace a kontrola [Victoria Publishing, 1995]. infoPIKE, Steven. Destination Marketing :an integrated marketing communication approach. 1st ed. Amsterdam: Elsevier, 2008. xv, 406 s. ISBN 978-0-7506-8649-5. infoDOYLE, Peter. Value-based marketing :marketing strategies for corporate growth and shareholder value. 2nd ed. Chichester: John Wiley & Sons, 2008. xii, 367 s. ISBN 9780470773147. infoGUMMESSON, Evert. Total relationship marketing :rom the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm. Oxford: Butterworth-Heinemann, 1999. xiii, 281. ISBN 0-7506-4463-X. infoTOMCZAK, Torsten a Sven REINECKE. Best practice in marketing - Erfolgsbeispiele zu den vier Kernaufgaben im Marketing. St. Gallen: Thexis, 1998. 269 s. ISBN 3-908545-42-0. info

Garant

Ing. Eva Tomášková, Ph.D.

Vyučující

Ing. Eva Tomášková, Ph.D.