Czech

Not applicable.

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

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

Not applicable.

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.

Evaluation is based on a written assignment on a given topic. The topic of the project will be formulated to a maximum extend in such a way, that will "shadow" the topic of PhD thesis: so it would contribute to achievement of synergy between this project and PhD thesis. The assessment criteria will encompass both "conceptual" and "formal" parametres. The former include especially the analytical skills of the author, the application of relevant analytical tools, the mutual links between analysis and proposals, while the latter include all relevant aspects of "formal" requirements relevant to written scientific outputs.

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

Not applicable.

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.

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

Not applicable.

Not applicable.

Murphy, J. Intermarket Analysis : Profiting from Global Market Relationships (EN)
Wirtz, J. and Christopher Lovelock: Services Marketing:People, Technology, Strategy. World Scientific Publishing, 2016, 800 p., ISBN-13: 978-1944659011 (EN)

Not applicable.