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Marketing applications

The course is not on the list Without time-table
Code Completion Credits Range Language
U16C4401 Z,ZK 6 2P+2C Czech
Garant předmětu:
Institute of Management Studies

The Marketing application course is focused on the marketing communication issues. The course makes students familiar with every part of the communication mix. Communication cases will be presented from the theoretical and practical view. Furthermore, the course presents these issues - management marketing strategy, marketing planning, STP theory, and customer relationship management.


Credit requirements: active participation in exercises (80%)

seminar presentation, seminar work sent according to the established schedule to the teacher, team case study according to the assignment.

A maximum of 100 points can be obtained, a minimum of 70 points must be obtained to obtain credit.

Point assessment of presentation, seminar work and team case studies:

Exam requirements:

Theoretical mastery of the topics discussed (in the scope of lectures, exercises and compulsory literature). Completion of the subject will be an exam.

Syllabus of lectures:

1. Global trends of the contemporary world, specifics of strategic and tactical marketing management in the context of individual markets

2. Marketing plan and its connection to the business plan

3. Segmentation, targeting a positioning

4. Customer relationship management

5. 5. The product as a source of competitive advantage, the role of the product manager in the company

6. Integrated marketing communication

7. 7. Tools and communication mix planning (advertising, sales promotion, public relations, personal sales, direct marketing)

8. advertising campaign

9. . Sales Support - Objectives, Methods, Categories and Tools

10. Theory and Practice of Public Relations (PR)

11. Identity of the organization as a framework for the functioning of PR

12. The role of the spokesperson and Media Relations

13. Personal sales

14. Direct marketing

Syllabus of tutorials:

1. Vision, mission, micro and macro environment analysis

2. Segmentation, targeting, posiloyalty+ loyality programs

3. Product

4. Ad, Sales support, POS

5. PR + Corporate Identity

6. Sales

7. Direct marketing

Study Objective:

Students will understand key marketing communication concepts and learn how to use the tools of communications in practical life.

Study materials:

[P] KARLÍČEK, M. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, 2016. ISBN 978-80-247-5769-8.

[P] JAKUBÍKOVÁ, D. Strategický marketing. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8.

[P] KOTLER, P. Moderní marketing: 4. evropské vydání. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2.

[P] PŘIKRYLOVÁ, J. a . JAHODOVÁH. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8.

[D] SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2006. ISBN 80-247-0564-8.

[D] ŠAŠEK, M. . Řízení vztahů se zákazníky v prostředí B2B. Praha: VŠFS, 2016. ISBN 978-80-7408-141-5.

[D] TELLIS, Gerard J. Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-716-9997-7.

[D] WUNDERMAN, L. Direct marketing. Praha: Grada Publishing, 2004. ISBN 80-247-0731-4.

Further information:
No time-table has been prepared for this course
The course is a part of the following study plans:
Data valid to 2024-06-16
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