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Course detail
FAST-CV064Acad. year: 2022/2023
Marketing as a business philosophy. Strategic marketing. Analysis of the market, surroundings, competitors. SWOT analysis, analysis of firm’s opportunities and threats. Company objective assignment. Typical variants of marketing strategies. Importance of the market. Marketing mix. Product policy. Distributive policy. Communicative policy.
Language of instruction
Number of ECTS credits
Mode of study
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Department
Learning outcomes of the course unit
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Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
Course curriculum
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.
ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.
JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 9788024726908.
Kotler On Marketing. Dotisk. Simon and Schuster, 2012. ISBN 9781471109560.
JADERNÁ, Eva a Hana VOLFOVÁ. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert (Grada). ISBN 9788027113842.
Recommended reading
Classification of course in study plans
branch M , 2. year of study, winter semester, compulsory-optional
Lecture
Teacher / Lecturer
Syllabus
1. Marketing and its role in business development
2. Marketing Planning
3. Marketing Research
4. Industrial markets and buying behavior of organizations
5. Marketing in the public sector
6. Methods of Marketing Communications
7. Distribution processes
8. Marketing analysis in construction
9. Marketing strategy
10. Less well known "P" of marketing mix
Exercise