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The course helps students to understand the nature and role of marketing and its application in the business, provides information about the business environment, the marketing information system, the planning, the shopping behavior of buyers. Students learn to segment the market according to several criteria to find the target customer group and to determine the marketing mix, a suitable product, reasonable price, good promotion and distribution method.
Last update: TAJ321 (25.09.2013)
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R: Grosová S.,Marketing. Principy, postupy, metody. VŠCHT Praha, Praha 2002 R: KOTLER, P. a kol. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2 A: KOTLER, P., Marketing podle Kotlera : Jak vytvářet a ovládnout nové trhy, Praha, Management Press, 2000,80-7261-010-4 Last update: TAJ321 (03.10.2013)
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1. Basic concept of marketing 2. Customer Analysis and competition in the food industry 3. Marketing strategy and strategic planning 4. Portfolio models and their application in practice 5. Marketing mix 6. Product - characteristics, life cycle 7. The development of new food products 8. Price - factors affecting production, pricing methods for food products 9. Marketing communications - advertising, sales promotion, public relations, personal selling 10. Distribution - distribution channels 11. Marketing Research 12. The purchase behavior of customers when buying food products 13. Case study I. 14. Case study II. Last update: TAJ321 (25.09.2013)
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http://uchts.vscht.cz/ Last update: TAJ321 (26.09.2013)
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Students will be able to: • understand the problems of marketing in the food industry, • describe the various elements of the marketing mix, • Identify target segments, • solve simple case study. Last update: TAJ321 (25.09.2013)
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No. Last update: TAJ321 (25.09.2013)
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Business Economy - recommended Last update: TAJ321 (26.09.2013)
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Teaching methods | ||||
Activity | Credits | Hours | ||
Účast na přednáškách | 1 | 28 | ||
Práce na individuálním projektu | 0.4 | 10 | ||
Příprava na zkoušku a její absolvování | 0.2 | 6 | ||
Účast na seminářích | 0.4 | 12 | ||
2 / 2 | 56 / 56 |
Coursework assessment | |
Form | Significance |
Regular attendance | 30 |
Defense of an individual project | 20 |
Examination test | 50 |