Course detail

Theory of Marketing

FP-RtmarDEAcad. year: 2020/2021

The course is oriented towards presentation of current marketing knowledge, with special focus to strategic marketing, services marketing and international marketing issues.

Language of instruction

English

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

The course contribute to increasing the students´ knowledge in selected aspects of current marketing knowledge

Prerequisites

Advanced understanding of marketing terms and categories, as well as current trends in marketing utilization.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The teaching methods are based on self-study approach, on the development of analysis of marketing challenges in "advanced" firms and of the utilization of scientific analytycal and synthetical methods in analysis and proposals.

Assesment methods and criteria linked to learning outcomes

Evaluation is based on a written assignment on a given topic.

Course curriculum

1. Current marketing knowledge
2. Utilization of analytical methods
3. Synthesis as a starting point in marketing measurement options generalization

Work placements

Not applicable.

Aims

The goal of this course is to provide a platform for discussion about up-to-date trends in marketing utilization, especially with the focus on up-to-date methods and knowledge utilization.

Specification of controlled education, way of implementation and compensation for absences

The course is organised and led in accordance to study plan concerned.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Murphy, J. Intermarket Analysis : Profiting from Global Market Relationships (EN)
Zeithaml, V.A., Bitner, M.J. Services marketing (EN)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme DSP-E Doctoral

    branch DSP-ŘEP-E , 2 year of study, summer semester, compulsory-optional
    branch DSP-ŘEP-E , 2 year of study, winter semester, compulsory-optional

  • Programme DSP-KS-E Doctoral

    branch DSP-ŘEP-KSE , 2 year of study, summer semester, compulsory-optional
    branch DSP-ŘEP-KSE , 2 year of study, winter semester, compulsory-optional

Type of course unit

 

Seminar

20 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.