Course details
Rudiments of Marketing
IZMA Acad. year 2014/2015 Summer semester 5 credits
Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.
Guarantor
Language of instruction
Completion
Time span
Department
Subject specific learning outcomes and competences
How to do marketing.
Learning objectives
The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.
Prerequisite knowledge and skills
No prerequisity knowledge is called for.
Study literature
- Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5. (CS)
- Kotler, P.: Marketing management. Praha, Management Press, 2001. (CS)
- Vysekalová, J.: Marketing. Praha, Fortuna, 2006. (CS)
- Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003. (CS)
Fundamental literature
- Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5.
- Kotler, P.: Marketing management. Praha, Management Press, 2001.
- Vysekalová, J.: Marketing. Praha, Fortuna, 2006.
- Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003.
- Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005.
- Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003.
- Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002.
- Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5.
- Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003.
- Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005.
- Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003.
Syllabus of seminars
Rudiment knowledge in the marketing area.
Syllabus of numerical exercises:
Rudiment knowledge in the marketing area.
Progress assessment
Attendance at practice and homework.
Controlled instruction
Attendance at practice and homework.
Course inclusion in study plans