English

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 marketing research, six sigma marketing and strategic marketing management.

Average knowledge of marketing concepts and tools 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. The emphasis is placed on team work. Students will work on team projects focused on application of marketing tools in practice. Coaching will be used as an effective method for a project supervision.

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

1. Marketing Research 1 – Marketing Research Methodology
2. Marketing Research 2 - Methods and Techniques of Marketing Research
3. Digital marketing – data analysis
4. Digital marketing - marketing communication tools; PPC advertising campaign
5. Digital marketing - the evaluation of advertising campaign performance and their adjusment (Facebook, Sklik, Google Ads)
6. Introduction to Six Sigma Marketing Process
7. Six Sigma Marketing In Strategic Processes
8. QFD In Marketing Area – Optimization of Product Attributes
9. Application Software Marketing Decision - Segmentation, Targeting and Positioning (factor and cluster analysis)
10. Six Sigma Marketing in Tactical Processes
11. Marketing Techniques of Price Optimization
12. Marketing Techniques of Marketing Communication
13. Customer Satisfaction, Methods of Customer Satisfaction Analysis

Not applicable.

The main aim is to familiarize students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of strategic marketing tools and their practical application in business with the emphasis 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.

BURNS, Alvin C.; BUSH, Ronald F.; SINHA, Nilanjana. Marketing research. Upper Saddle River, NJ: Prentice Hall, 2000.
LILIEN, Gary L.; RANGASWAMY, Arvind; DE BRUYN, Arnaud. Principles of Marketing Engineering and Analytics. DecisionPro, 2017.

KAUFMAN, Ira; HORTON, Chris. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge, 2014.