Czech

Not applicable.

The course will deepen students’ knowledge and skills needed for understanding of the role of marketing in the management process of the firm. The important role plays understanding of customers (analysis of their wants and needs, decision-making process, factors influencing their buying behaviour...), understanding of analytical tools and methods for analysis of customer´s needs and wants and understanding of marketing mix elements utilization for long-term firm’s development.

Not requested.

Not applicable.

Teaching is carried out through lectures and seminars. Lectures consist of interpretations of basic principles, methodology of given discipline, problems and their exemplary solutions. Seminars particularly support practical mastery of subject matter presented in lectures or assigned for individual study with the active participation of students.

The assessment of students’ knowledge is based both on continual assessment (written test, case study solving, assignment preparation and presentation) as well as on the final written test. The minimum level for passing to the final written test is 25 points out of theoretical maximum 50 points: max 30 points can student obtain for the assignment preparation and presentation, maximum 10 points for written texts trhoughout the semester and another 10 points is based on continuous activities assessment The final grade will reflect both above mentioned parts, the overall assessment is calculated as a sum of points gained through continual assessment and written test assessment.

1. Úvod a vymezení předmětu "Marketing"
2. Seznámení se s základními pojmy z oblasti marketingu
3. Seznámení se s základními pojmy a pravidly tvorby marketingových plánů
4. Uvedení příkladů aplikace marketingových plánů
5. Seznámení se s nástroji marketingového řízení - marketingový mix
6. Seznámení se s nástroji marketingového řízení - marketingový mix
7. Seznámení se s nástroji marketingového řízení - marketingový mix
8. Metody marketingového výzkumu I.
9. Metody marketingového výzkumu II.
10. Specifika průmyslového marketingu I.
11. Specifika průmyslového marketingu II.
12. Úvod do problematiky mezinárodního marketingu
13. Shrnutí a závěr.

Not applicable.

Goal of this subject is to give students the knowledge from the field of marketing, with special focus to B2B (industrial marketing). This orientation has many contributions to student´s knowledge and experience - at first it corresponds to the overall study focus, at the other hand this fits to the structure of participants (multidisciplinary study at which students from many VUT faculties will participate). The course content is based on current theoretical knowledge and its critical interpretation and confrontation of real conditions both on our and on EU market. The participant will gain knowledge and skills for complex identification and critical analysis of potential risk and for implementation of marketing measures.

Not applicable.

Not applicable.

Not applicable.

CHLEBOVSKÝ, V. Management zákaznických řešení, Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Manažer. Manažer. Praha: Grada Publishing, a.s., 2017. 128 s. ISBN: 978-80-271-0559- 5. (CS)
KOTLER, P. Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
STORBACKA, K. - LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.

BUREŠ, I. Marketingově řízená firma, Praha, Management Press, 1992. 101 s. ISBN 80-85603-24-1.
SCULLEY, J. - BYRNE, J. A. Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.