Marketing
Code | Completion | Credits | Range | Language |
---|---|---|---|---|
X16MAR | Z,ZK | 5 | 2+2s | Czech |
- Prerequisite:
- Marketing (16MAR)
- 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:
-
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