- Garant předmětu:
- Department of Logistics and Management of Transport
Analysing the marketing process.The core concepts of marketing. Understanding the role of marketing in organisations. Marketing management. Marketing of information systems and marketing research. Analysing the marketing environment (macro and microenvironment).
Analysing consumer markets and buyer behaviour. Analysing business markets and business buying behaviour. Identifying market segments and selecting target markets. Differentiating and positioning the market offer marketing mix. Developing, testing and launching new products. Product life cycles and strategies. Product lines, brands and packaging. Designing pricing strategies and programs. Selecting marketing channels. Physical distributions systems. Promotion and communication mix strategies. Sales promotion, advertising, public relations, programs, personal sale. Corporate business strategic planning. Market oriented strategic planning. Marketing in services and non-profit organisations.
- Syllabus of lectures:
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- Further information:
- No time-table has been prepared for this course
- The course is a part of the following study plans: