English

Not applicable.

Average knowledge of marketing concepts and tools on the university level.

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.


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

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.
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.

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.