Czech

Not applicable.

This course will provide a set o knowledge needed for understanding of the role of marketing in the management process of the firm as well as for the management of specific areas (production, technology, R+D etc.). The important role plays understanding of customers (analysis of their wants and needs, decission-making process, factors influencing their buying behaviour...) for the long-term firm´s development

Knowledge of Economics of Company.

Not applicable.

The lecturers describing the main principles, methodology and problems are the main part of teaching methods. Seminars mostly support practical understanding of the discussed topics from the lectures.

Assessment Components:

1. Class Participation
Lectures and seminars are not obligatory to visit, students can get 10 points for their individual activities placed in elearning.
2. Students will write a test during the semester (max. 20 points).
3. Team project (20 points).

Total is 35 points. Students must achieve at least 30 points from 50 possible points.

After passing the above-mentioned three parts, students can pass the final exam, which is in written form.

Exam 50 points
Total is 100 points from both parts.

1. General considerations for marketing utilization in our conditions
2. Marketing mix elements
3. Marketing utilization in different settings (services, health care, sport etc...)

Not applicable.

The goal of the course is to provide students with basic knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.

The learning process will be evaluated through the "continuous" assessment and final written test.

Not applicable.

Not applicable.

JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
KAŇOVSKÁ, L.; SCHÜLLER D. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6.
PARKER, Lukas; NGUYEN HONG HAI, D.; BRENNAN, Linda. Digital advertising and the new world of'viral'advertising. Global Advertising Practice in a Borderless World, 2017, 42.
PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017.
ROGGEVEEN, Anne, et al. The Role of In-Store and Online Retailing Factors. In: Creating Marketing Magic and Innovative Future Marketing Trends. Springer, Cham, 2017. p. 553-557.

FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.
PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8.