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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. 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, 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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Self-study (text study, reading, problematic tasks, practical tasks, experiments, research, written assignments)
- Home preparation for classes
- 30 hours per semester
- Class attendance
- 28 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
Working out individual project on concrete theme
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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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