Course detail
Marketing
ÚSI-REMARAcad. year: 2023/2024
The marketing approach to business is essential for the long-term prosperity of a firm in a market environment. Management staff with a deep understanding of the theory and application of marketing principles thus constitute one of the pillars of a successful company. The content of the course is focused on important aspects of marketing theory and practice connected with the preparation and execution of marketing strategies (e.g. the analysis of the market position of a firm, the analysis of customers and their segmentation, targeting and positioning, 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
Not applicable.
Aims
The course will deepen the knowledge and skills students need to understand the role of marketing in the management of a company. This includes the importance of understanding one’s customers (the analysis of their wants and needs, the decision-making process they employ, factors influencing their buying behaviour...). Students will also gain an understanding of analytical tools and methods for the analysis of customer´s needs and wants and an understanding of how elements of the marketing mix are utilised in the long-term development of a company.
Study aids
Prerequisites and corequisites
Basic literature
KOTLER, P. Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
STORBACKA, K. - LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.
Recommended reading
SCULLEY, J. - BYRNE, J. A. Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.
Elearning
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
2. Introduction to basic terms from the area of marketing
3. Introduction to basic terms and rules for the creation of marketing plans
4. Examples of the application of marketing plans
5. Introduction to marketing management tools – marketing mix
6. Introduction to marketing management tools – marketing mix
7. Introduction to marketing management tools – marketing mix
8. Market research methods I
9. Market research methods II
10. Specifics of industrial marketing I
11. Specifics of industrial marketing II
12. Introduction to international marketing issues
13. Summary and conclusion
Elearning