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FP-tmkDEAcad. year: 2023/2024
The course focuses on the characteristics of marketing concepts. One area will be the analysis of their historical development - with the impact of these scientific concepts on their practical application in the marketing management of various entities (production and non-production organizations, focusing on products or services). Another area is the critical analysis of contemporary marketing concepts in B2C and B2B, even with the view of critical assessment of their theoretical and practical benefits or barriers. Emphasis will be placed on the understanding of the contexts of various marketing concepts with their links to strategic management issues; specific attention will be given to dominant trends in the field of marketing of services, relationship marketing, CRM or customer solution management.1. Introduction to the course contents and organization2. Historical development of scientific marketing theories and their impact on the management of institutions3. Marketing research processes - specification of problem areas and possibilities of their addressing from the methodological and practical perspective4. Selected contemporary marketing concepts from B2C and B2B· impacts of marketing specifics in the area of products and services into theoretical marketing concepts· impacts of the specifics of different markets and their projection into theoretical marketing concepts· relationships marketing· CRM· management of customer solutions
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Guided consultation in combined form of studies
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Guided consultation