Czech

Not applicable.

Students will obtain knowledge of specific marketing approaches for practical application in business. Students will be able to solve the problems and decision- making tasks with the use of application software in the field of marketing research, six sigma marketing and marketing management.

Averake knowledge of marketing terms and concepts on the university level.

Not applicable.

The course contains lectures that explain basic principles, problems and methodology of the discipline, and exercises that promote the practical knowledge of the subject presented in the lectures.

Students will be evaluated for the written project (max. 50 points) and oral examination ( colloquium - max. 50 points)

Lectures
The attendance is not mandatory.

Tutorials:
The attendance is mandatory. Students can have max. 3 absences.
Students can get to 10 points in tutorials for the count examples.

Students will work out the team projects and they can get max. 50 points for that.

The credit will be given on the basis of a written paper containing one example and two open questions. 50 points is the minimum score that a student has to obtain.

Lectures

Marketing Research 1 – Marketing Research Methodology
Marketing Research 2 - Methods and Techniques of Marketing Research
Digital marketing – data analysis
Digital marketing - marketing communication tools; PPC advertising campaingn (Google Adwords)
Digital marketing - the evaluation of advertising campaign performance and their adjusment (Google Adwords, Facebook)
Introduction to Six Sigma Marketing Process
Six Sigma Marketing In Strategic Processes
QFD In Marketing Area – Optimization of Product Attributes
Segmentation, Targeting, Positioning
Application Software Marketing Decision - Segmentation
Six Sigma Marketing in Tactical Processes
Marketing Techniques of Price Optimization
Marketing Techniques of Marketing Communication
Six Sigma Marketing in Operational Processes

Not applicable.

The main aim is to furnish students with advanced methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the empahsis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

It will take the form of questions within individual lectures and computation of examples based on the subject matter.

Not applicable.

Not applicable.

KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)
KOZEL, R. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha: Grada Publishing a.s., 2006. ISBN 80-247-0966-X. (CS)

CLEVELING, C. M., L. HAMLETON a B. MCCARTHY. Six Sigma for Marketing Processes. Boston: Pearson Education, 2007. ISBN ISBN-10: 013199008X. (EN)
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)
PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. 1.vyd. Praha, Grada 1996. 238s. ISBN 80-7169-2999-0. (CS)