Strategic Marketing
| Code | Completion | Credits | Range | Language |
|---|---|---|---|---|
| 13SMK | Z | 2 | 2+0 | Czech |
- Lecturer:
- Petr Stejskal
- Tutor:
- Petr Stejskal
- Supervisor:
- Department of Economics and Management of Transport and Telecommunications
- Synopsis:
-
Marketing strategy, marketing mix tools, marketing consumer research, quanttative and qualitative research, information analysis, marketing communication, communication strategy, segmentation, placement, marketingového plan elaboration.
- Requirements:
-
Not prescribed.
- Syllabus of lectures:
- Syllabus of tutorials:
- Study Objective:
-
The course deepens the marketing mix, it summarizes the knowledge of marketing strategies. It contents marketing consumer research - setout and implementation, data processing and interpretation. Marketing communication - choice of communication strategy, personal and inpersonal form of communication. Marketing strategy of service firms.
- Study materials:
-
Philip Kotler: Marketing Management, Grada, 1996, 2000
Adriane Payne: Marketing služeb, Grada, 1996
H.Merret: Marketing Management, Grada, 1996
- 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:
-
- ME nav.komb. 11/12 (compulsory course)
- ME nav.prez. 11/12 (compulsory course)