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FSI-HMRAcad. year: 2023/2024
The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.Introduction to marketing, conditions for application of marketing Market, market segmentation, strategies based on segmentation Specific features of marketing in service sector Customer - expectations, satisfaction Competition - types of competition, competition vs. Cooperation Porter´s five forces model Marketing mix elements - product, price, place, promotion Marketing research Marketing audit Contemporary trends in marketing (CRM, e-commerce, ...)
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