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Lecturer(s)
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Holendová Julie, Ing.
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Ungerman Otakar, Ing. Ph.D.
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Course content
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Lectures (topics): 1.Historical development of marketing: transition from marketing 3.0 to marketing 4.0. 2. Basic trends of current marketing in the environment of the industrial revolution 4.0: innovation, digitization, virtual environment. 3. Targeted marketing. From market segmentation to individual marketing. 4. Product: additive product, product life cycle change, product strategies and the Internet of Things (IoT - of Things). 5. Price: pricing strategies associated with the use of virtual cryptocurrency on the principle of peer-to-peer network (client-client). 6.Distribution: use of autonomous robotics in online shopping on B2B and B2C market. 7.Marketing communication: Innovative approaches: guerrilla marketing, buzz marketing, ambush marketing, content marketing, engagement marketing. 8. Media digitization: augmented reality - display of real environment and subsequent addition of visual information. 9. Mobile marketing: advertising, applications and their optimization (ASO - App Store Optimization). 10. Consumer behavior: use of neuromarketing, analysis of shopping behavior 5A (aware, appeal, ask, act, advocate). 11.Integration of marketing: synergy of online and offline environment, measurement of marketing activities: PUR (purchase action ratio) BUR (brand action ratio) 12. Use of Big data and cloud storage for marketing research and marketing planning. 13. Corporate social responsibility: green marketing, the role of corporate stakeholders. Seminars (topics): 1. Concepts of marketing 4.0, industrial revolution 4.0. 2. The role of digitization in marketing. 3. Use of social media for targeted marketing. 4.Internet of things in practical use. 5. Use of cryptocurrency in pricing planning. 6. Identification of products suitable for autonomous distribution. 7. Design of a communication mix composed of innovative tools. 8.Practical use of augmented reality in marketing. 9. Application of optimization for applications. 10. Influence of neuromarketing on consumer behavior. 11. Ways of using green marketing in building PR. 12. Involvement of social responsibility in marketing planning. 13. Presentation of semester work. 14. Presentation of semester work.
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Learning activities and teaching methods
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Lecture
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Learning outcomes
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The course extends the basic perception of marketing by current and future trends. Innovative marketing captures the changes associated with the Industrial Revolution 4.0. Lectures present the application of digitization in marketing.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Written exam
Credit: seminar project and further requirements given at the beginning of the semester Exam: written exam (60 % is the minimum to pass)
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Recommended literature
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KOTLER, P., H. KARTAJAYA a I. SETIAWAN. Marketing 4.0. Moving from Traditional to Digital.. Hoboken: Wiley and Sons, 2017. ISBN 978-1-119-34120-8.
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KOTLER, P. Winning at Innovation. New York: Palgrave Macmillan, 2015. ISBN 978-11-3747-917-4.
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MAŘÍK, V. Průmysl 4.0 - Výzva pro Českou republiku. Praha: Management Press. ISBN 978-80-7261-440-0.
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TOMEK,G. a V. VÁVROVÁ. Průmysl 4.0. Nikdo sám nevyhraje.. Průhonice: Professional Publishing, 2017. ISBN 9788090659445.
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