Marketing Strategies
Code | Completion | Credits | Range |
---|---|---|---|
13YMS | KZ | 3 | 2+1 |
- Garant předmětu:
- Lecturer:
- Tutor:
- Supervisor:
- Department of Smart Cities and Regions
- Synopsis:
-
The nature and practice of marketing. Marketing concepts and the nature of marketing. Marketing decision making: formulating strategy and tactics. Formulating and co-ordinating marketing strategy. Gathering information for marketing decisions. Steps in a marketing research project. Cost / benefit analysis of marketing information project. Marketing research system. Suppliers of marketing research, management use of marketing research. Marketing research in practice (depends on real situation). Quantitative and qualitative methods of data collection. The extended marketing mix. Pricing goods and services. The strategic use of price in marketing. Price - level policies. Promotion decisions and strategies. Promotions and the communication system. Major promotion methods, goals and budget. Advertising strategy, goals and media. Personnel selling activities. Recruiting, selecting and training sales representatives. Services marketing and non-profit marketing. The use of marketing by non-profit organisation. Case study concerning marketing in the Czech Republic. Case study concerning marketing strategies generally. Case study feedback, discussion. Seminars are enriched by several video-cassettes.
- Requirements:
- Syllabus of lectures:
- Syllabus of tutorials:
- Study Objective:
- Study materials:
- Note:
- Further information:
- No time-table has been prepared for this course
- The course is a part of the following study plans: