SubjectsSubjects(version: 970)
Course, academic year 2022/2023
  
--:--
 
 Search ... Teachers Departments Classes Classification View by plans Setup
 
 
 
 Details
 
 
 
 

Hello,

On Monday, April 28 after 5 pm, some of the university's information systems will be unavailable due to maintenance work.

Affected systems are the Education Information System, Financial IS (iFIS), MIS/OBD/Verso, Kopla and related agendas.

It is anticipated that everything should be back online and running by Tuesday morning.

Work with e-mail or shared drives will not be affected.

Computer center

Innovation Makers - AV501006
Title: Innovation Makers
Guaranteed by: Department of Economics and Management (837)
Faculty: Central University Departments of UCT Prague
Actual: from 2021
Semester: summer
Points: summer s.:3
E-Credits: summer s.:3
Examination process: summer s.:
Hours per week, examination: summer s.:1/1, C+Ex [HT]
Capacity: unknown / unknown (unknown)
Min. number of students: unlimited
Qualifications:  
State of the course: taught
Language: English
Teaching methods: full-time
Level:  
Additional information: http://kem.vscht.cz/predmety/softskills
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Králová Petra Ing. Ph.D.
Annotation
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)
Literature

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)
Syllabus

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)
Learning outcomes

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)
Registration requirements

No additional knowledge is required.

Last update: Králová Petra (09.05.2022)
 
VŠCHT Praha