English

Not applicable.

Studying in this module should contribute to the development of the following skills:
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication.

The subject knowledge on the Bachelor´s degree level is requested.

Not applicable.

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Credit, final test.

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)

Not applicable.

Obtaining a considerable scale of information from marketing area, with strong emphasis to contemporary marketing approaches. Examples of successfull apprication of marketing philosophy are given. The course covers a broad spectrum of both theoretical approaches and practical examples.

Obligatory participation in teaching.

Not applicable.

Not applicable.

BUREŠ, I.: Finanční řízení marketingových projektů, Praha, Management Press, 1993
BUREŠ, I.: Poziční strategie v marketingu. Praha. Management press 1998
DUFEK, J.: Marketing - cesta k úspěchu firmy. Brno, Cathy 1997
FREEMANTLE, D.: Bezkonkurenční služby zákazníkům. Praha, Manageent press, 1996
GLANZ, B.: Jak získat věrné zákazníky. Praha, Grada Publishing, 1996
Hooley, G., Saunders, J., Piercy, N.: Marketing Strategy and Competitive Positioning, FT Prentice-Hall, 3rd edition 2004, ISBN 0273 65516 7
HORÁKOVÁ, I.: Marketing v současné světové praxi, Praha, Management Press, 1993
CHALUPSKÝ, V.: Kapitoly z marketingu. VUT Brno, 1994
JANEČKOVÁ, L.: Marketing služeb. Slezská Universita, Karvin 1996
KOTLER, P.: Marketing management. Praha, Victoria Publishing, 1992
KOTLER, P.: Marketing podle Kotlera. Praha, Management Press, 2000
KOUDELKA, J.: Spotřební chování a marketing. Praha, Grada, 1997

Not applicable.