Marketing

Garant předmětu:

Lecturer:

Tutor:

Supervisor:

Department of Software Engineering

Synopsis:

The subject of marketing meets students with basic items of marketing theory and practice. The main part deals with four basic tools of marketing mix - products price, distribution and promotion. It clarifies the principle of marketing research and strategies used in competion.

Requirements:

Syllabus of lectures:

1.Introduction, base definitions

2.Marketing and company environment

3.Marketing plan

4.Strategies used in competition

5.Marketing research, primary and secondary research

6.Market, market differentiation

7.Purchasing behavior of customers

8.Price, pricing strategy

9.Price changes and inflation

10.Product, classification, brand

11.Product life cycle and its phases

12.Ways of distribution

13.Marketing communication - advertising , sale support, publicity, personal sale

14.Unfair competition

Syllabus of tutorials:

1.Introduction, base definitions

2.Marketing and company environment

3.Marketing plan

4.Strategies used in competition

5.Marketing research, primary and secondary research

6.Market, market differentiation

7.Purchasing behavior of customers

8.Price, pricing strategy

9.Price changes and inflation

10.Product, classification, brand

11.Product life cycle and its phases

12.Ways of distribution

13.Marketing communication - advertising , sale support, publicity, personal sale

14.Unfair competition

Study Objective:

Study materials:

Kye references:

[1] I.Horáková: Marketing v současné světové praxi,Grada, Praha 1992 (in Czech)

[2] P.Kotler:Marketing,management, Grada, Praha 2001 (in Czech)

[3] Kol.: Základy marketingu,VŠE, Praha, 1999 (in Czech)

Recommended references:

[4] J.Světlík: Marketing cesta k trhu, EKKA, Zlín, 1994 (in Czech)

[5] J.Vysekalová: Základy marketingu,Fortuna,Praha,1999 (in Czech)

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans: