Předmět Principles of Marketing (MUMM / PMRKE)

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Materiál	Typ	Datum	Počet stažení

Obsah

- An Overview of Marketing- The Contemporary Marketing Environment- Strategic Planning and Marketing- Information for Marketing Decisions- Marketing Research Process- Consumer Behavior and Market Segmentation- Product and Service Strategy. Customer Value.- Pricing Strategy. Customer´s Total Cost.- Distribution Strategy. Convenience.- Promotional Strategy. Communication.- Marketing in Special Settings. Global Dimensions of Marketing- Marketing and Society. Small Business Marketing.- Customer Relationship Management- Brand Management- Marketing Management in the Czech Enterprises

Získané způsobilosti

Student can understand and define marketing terminology and to develop appropriate methods for designing and implementing the marketing mix. Student can understand a relevancy of marketing conception in profit or non-profit organizations; enhancing to product development, prising, distribution channels and methods, choising of communication mix, targeting to satisfy consumers´ needs and companies´competitiveness in the environment of current markets. Student has knowledge about basic methods of marketing analyses, market research, customer´s needs research, competitors´ research and their implemetation into activities of marketing managed enterprise.

Literatura

PERREAULT, W.D., McCARTHY, J.E. Basic marketing; A Global - Managerial Approach. New York, 2005. ISBN 0-07-111176-X.KOTLER, P., KELLER, K. L. Marketing management. Praha : Grada, 2007. ISBN 80-247-0016-6.

Požadavky

Způsob zakončení předmětu - zkouškaRequirements for credit - development of the marketing study of a choisen company; developing the SWOT analysisRequirements for the exam - written test, must be written to at least 60 %, followed by oral examination in the range of knowledge of lectures and seminars

Garant

doc. Ing. Miloslava Chovancová, CSc.

Vyučující

doc. Ing. Miloslava Chovancová, CSc.