Marketing

Course guarantor:

Lecturer:

Tutor:

Supervisor:

Department of Economics, Management and Humanities

Synopsis:

The role and functions of the marketing management. Marketing research and marketing information system. Concepts of marketing strategy. The use of product life cycle and portfolio. Marketing-mix. Product and service policy, pricing and contractation policy, communication, distribution. Controlling and audit.

Requirements:

Syllabus of lectures:

1.Management and marketing

2.The marketing concept of the management in the firm

3.Marketing research

4.The behaviour of demand side and the market segmentation

5.Analisis of portfolio and product life cycle

6.The strategy product/market

7.Product, assortment and service policy

8.Innovation, differentiation, variation

9.Contractation policy, pricing

10.Communication policy - publicity, advertising etc.

11.The choice of distribution channels and sales

12.The choice of marketing strategies

13.Marketing-mix

14.The role and organisation of marketing in the firm

Syllabus of tutorials:

1.Managerial circle, management tools

2.Management concept, marketing concept

3.Marketing research - forms and methods

4.The choice of research methods

5.Inquiring, results evaluation

6.Strength/weakness analysis

7.The product life cycle

8.Product portfolio

9.The firm`s assortment policy

10.Pricing

11.The choice of advertising media

12.Marketing strategy, marketing-mix

13.Final test

14.Evaluation, credit

Study Objective:

Study materials:

1.Kotler, P.: Marketing Management. Prentice-Hall Inc. 2010

2.Randall, G.: Principles of Marketing, Thomson Learning 2001

Note:

Further information:

https://ekonom.feld.cvut.cz/cs/student/predmety/marketing

No time-table has been prepared for this course

The course is a part of the following study plans: