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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Ungerman Otakar, Ing. Ph.D.
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Myslivcová Světlana, Ing. Ph.D.
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Course content
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1. Introduction to marketing, importance of the marketing, 2. Progress of the marketing, mission of the marketing in a company, 3. Instruments of the marketing mix, 4. Product - product life cycle, 5. Price - importance of the price in the marketing, 6. Merit of the distribution, 7. Marketing communication and its forms, 8. Strategic planning, 9. Data acquisition for the marketing resolution, 10. Conception of the market and its division, market segmentation, 11. Buyer behaviour, 12. Marketing environment and its influence over the activity of the company, 13. Planning of the marketing strategy for the international markets, 14. Marketing of the services. The seminars relate to the subjects of the lectures.
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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
- 56 hours per semester
- Home preparation for classes
- 20 hours per semester
- Preparation for formative assessments
- 10 hours per semester
- Semestral paper
- 30 hours per semester
- Preparation for exam
- 30 hours per semester
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Learning outcomes
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Students are introduced to the basics of marketing. More indepth study then follows in certain aspects of marketing eg. product, price, distribution, advertising and market research.
Students obtain knowledge in given course in accordance with requirements and course programme.
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Prerequisites
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Economic knowledge
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Assessment methods and criteria
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Written exam
80% attendance at practical lessons. A seminar paper of at least 8 pages.The seminar paper has be acknowledged and defended. exam: written, the test has to be passed with at least 65%.
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Recommended literature
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Dědková,J.-Honzáková,I.:. Základy marketingu. TU Liberec, 2006. ISBN 80-7372-130-9.
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Horáková,I.:. Marketing v současné světové praxi. Grada, Praha, 1992.
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Kotler,P.:. Marketing management. Grada, Praha, 1998. ISBN 80-7169-600-5.
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McCarthy,E.J.,Perreault,W.D. Basic Marketing, Richard D.Irwin,Inc.,1990.
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