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The course is based on these topics:
The first part:
1. Introducing to marketing. Changing marketing environment
2. Marketing research and forecasting – process, rules, methodology.
3. Marketing management. Marketing strategies and plans.
4. Analyzing customer behavior and markets. Customer satisfaction and loyalty
The second part:
5. Segmentation, targeting and positioning.
6. Product, services and brands, managing brands, brand equity.
7. Pricing.
8. Distribution, e-commerce.
9. Integrated marketing communication strategy and tools of communication mix.
Last update: Králová Petra (09.05.2022)
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The expected outcome of the course is that students will: • understand the scope, basic tools, and key marketing activities in context with building marketing strategy and brand strategy, • understand the principle of key marketing trends. The team presentation based on knowledge of the discussed topics. Last update: Králová Petra (09.05.2022)
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KOTLER, P. T., AMSTRONG, G. Principles of Marketing, 17th Edition. Harlow: Pearson, 2017. KOTLER, P., KELLER, K. L. Marketing Management. 15th Edition. Harlow: Pearson, 2015. KERIN, R., HARTLEY, S. Marketing. 14th Edition. McGraw-Hill Education, 2018. Last update: Králová Petra (09.05.2022)
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1. Introducing to marketing. Changing marketing environment 2. Marketing research and forecasting – process, rules, methodology. 3. Marketing management. Marketing strategies and plans. 4. Analyzing customer behavior and markets. Customer satisfaction and loyalty 5. Segmentation, targeting and positioning. 6. Product, services and brands, managing brands, brand equity. 7. Pricing. 8. Distribution, e-commerce. 9. Integrated marketing communication strategy and tools of communication mix.
Last update: Králová Petra (09.05.2022)
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No additional knowledge is required. Last update: Králová Petra (09.05.2022)
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