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Lecturer(s)
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Knížek Roman, Ing. Ph.D., MBA
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Course content
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Topics of colleges 1. development of market and dynamic of competition 2. strong and weak pages of traditional marketing thought 3. usual process for innovation 4. process of innovation marketing definition 5. innovation marketing at the level of marketing mix 6. segmentation and positioning, competition 7. introduction of innovation marketing 8. techniques for successfully introduction of innovation marketing 9. relationship marketing, TQM, CRM 10. operating of marketing´s channels 11. methods of innovation processes optimalization 12. development of creative thought 13. selling system based on target, successful and activities
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming)
- Class attendance
- 28 hours per semester
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Learning outcomes
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Techniques for successful interdiction of innovation marketing, definition and realisation of innovation marketing and successful usage at the level of marketing mix. Methods for optimal controlling of innovation process. Integration strategy of marketing communication, conducting of marketing channels. Development of creativity thought first of all in access to marketing strategy with ability to create potential and prosper from planning of marketing activities. System of sell controlling based on operate through objectives, simultaneity and activities operating.
Student gets knowledges of this subject
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Prerequisites
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Knowledges from Bachelor study
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Assessment methods and criteria
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Oral exam
Credit: work out homeworks Exam: writting and oral
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Recommended literature
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Hana Lipovská. Moderní ekonomie. Praha. 2017.
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Hana Scholleová. Ekonomické a finanční řízení pro neekonomy. Prha. 2017.
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Kotler, P. Inovativní marketing. Praha: Grada Publishing, a.s., 2006, ISBN 80-247-0921-X.
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Kotler, P. Moderní marketing, 4. vydání Praha: Grada Publishing, a.s., 2007, ISBN 978-80-247-1545-2.
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