Strategic Marketing

Garant předmětu:

Lecturer:

Tutor:

Supervisor:

Department of Logistics and Management of Transport

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:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• ME nav.komb.11/12 (compulsory course)
• ME nav.prez.11/12 (compulsory course)