- Garant předmětu:
- Department of Logistics and Management of Transport
Marketing strategy, marketing mix tools, marketing consumer research, quanttative and qualitative research, information analysis, marketing communication, communication strategy, segmentation, placement, marketingového plan elaboration.
- 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
- 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)