Přístupnostní navigace
E-application
Search Search Close
Course detail
FSI-YMAAcad. year: 2023/2024
Marketing approach to business is a prerequisite for ensuring a long-term prosperity of companies in the market economy. Knowledge and application of marketing is one of the pillars of a successful company. The subject of Marketing is the clarification of a number of important concepts and procedures in this field, connected with analyzing the position of the company on the market, with customer analysis, their segmentation, the problems of creating and applying the elements of the marketing mix etc.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Entry knowledge
Rules for evaluation and completion of the course
Aims
Study aids
Prerequisites and corequisites
Basic literature
Recommended literature
Elearning
Classification of course in study plans
Lecture
Teacher / Lecturer
Syllabus
- General considerations for marketing utilization in our conditions.- Marketing mix - the understanding of "classical" vs. "extended" marketing mix ce, place, promotion).- Product - marketing approach to products, management of product portfolio.- Product - brand, branding.- Price - the role of price in marketing mix, factors influencing the pricing.- Price - the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis.- Distribution - the role of distribution in marketing mix, the distribution channels selection.- Communication - the communication mix elements, advertising, sales support.- Communication - personal sales, Public relations.- Current trends in company communication.- Marketing research - primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research.- Current trends in marketing.- Current trends in marketing.
Exercise