Basis of Marketing

Lecturer:

Olga Horová, Oldřich Vávra

Tutor:

Olga Horová, Oldřich Vávra

Supervisor:

Department of Manager Studies

Synopsis:

Concept and fundamental categories of modern marketing in a developed market economy, their core and contents. Methods and procedures of the main factors of a company's marketing mix. Mastery of the main marketing activity patterns.

Requirements:

No prerequisites.

Syllabus of lectures:

Syllabus of tutorials:

Study Objective:

This subject provides an introduction to the basic categories of modern marketing, especially marketing research, consumer behaviour and the application of marketing mix.

Study materials:

KOLEKTIV AUTORŮ: Základy marketingu, Praha, VŠE 2001, ISBN 80-7079-527-1. BOUČKOVÁ Jana a kol.: Marketing, Praha, C.H. Beck, 2003, ISBN 80-7179-577-1. MCCARTHY, E. Jerome - PERREAULT, William D.: Základy marketingu, Praha, Victoria Publishing, 1995, ISBN 80-85605-29-5. MAJARO, Simon: Základy marketingu, Grada Publishing, 1996, ISBN 80-7169-297-2. KOTLER, P.: Marketing podle Kotlera. Jak vytvářet a ovládnout nové trhy, Praha, Management Press, 2000, ISBN 80-7261-010-4.

Note:

Time-table for winter semester 2011/2012:

Time-table is not available yet

Time-table for summer semester 2011/2012:

Time-table is not available yet

The course is a part of the following study plans: