Marketing

• 26 hrs lectures
• 26 hrs exercises

The goal of the course is to provide students with basic knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.

This course will provide a set o knowledge needed for understanding of the role of marketing in the management process of the firm as well as for the management of specific areas (production, technology, R+D etc.). The important role plays understanding of customers (analysis of their wants and needs, decission-making process, factors influencing their buying behaviour...) for the long-term firm´s development

Knowledge of Economics of Company.

• PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8.
• FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.

• KAŇOVSKÁ, L.; SCHÜLLER D. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
• KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6.
• KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
• JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
• PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017.
• PARKER, Lukas; NGUYEN HONG HAI, D.; BRENNAN, Linda. Digital advertising and the new world of'viral'advertising. Global Advertising Practice in a Borderless World, 2017, 42.
• ROGGEVEEN, Anne, et al. The Role of In-Store and Online Retailing Factors. In: Creating Marketing Magic and Innovative Future Marketing Trends. Springer, Cham, 2017. p. 553-557.

All available study materials will be made available to students in the e-learning system.

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures. Lectures and seminars are not obligatory.

Lecture topics:

- Introduction to the subject and definition of marketing.
- Analysis of the marketing environment.
- Segmentation.
- Marketing mix (4Ps and 7Ps)
- The importance of packaging.
- Marketing of services.
- Communication mix and examples of innovative marketing campaigns.
- Current trends in marketing. Use of AI in marketing. Visual pollution.

- Sustainability in marketing.

- Student presentations: Team project.

- Introduction to Marketing
- Marketing Environment
- Segmentation
- Marketing Mix Elements
- Product and its packaging
- Service Marketing
- Marketing Communication
- Current Marketing Trends
- Team presentations

Student will take place both in the form of continuous verification of knowledge (individual and team project), as well as in the form of a written examination. The resulting evaluation of students will depend on the level of systematic, ongoing work of students throughout the semester and on the results of this exam.