Marketing

The course is a substitute for:

Marketing (X16MAR)

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.

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. Strategic marketing planning

6. Analytical methods

7. Marketing-mix

8. Product, assortment and service policy

9. Innovation, differentiation, variation

10. Contractation policy, pricing

11. Communication policy - publicity, advertising etc.

12. The choice of distribution channels and sales

13. The choice of marketing strategies

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 product 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. 2002

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• Ekonomika a řízení elektrotechniky a energetiky-inženýrský blok (compulsory course)
• Ekonomika a řízení elektrotechniky a energetiky-inženýrský blok (compulsory course)