SubjectsSubjects(version: 901)
Course, academic year 2021/2022
  
Innovation Makers - AV501006
Title: Innovation Makers
Guaranteed by: Department of Economics and Management (837)
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 [hours/week]
Capacity: unknown / unknown (unknown)
Min. number of students: unlimited
Language: English
Teaching methods: full-time
Level:  
For type:  
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
Last update: Králová Petra Ing. Ph.D. (09.05.2022)
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.
Aim of the course
Last update: Králová Petra Ing. Ph.D. (09.05.2022)

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.

Literature
Last update: Králová Petra Ing. Ph.D. (09.05.2022)

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.

Syllabus
Last update: Králová Petra Ing. Ph.D. (09.05.2022)

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.

Registration requirements
Last update: Králová Petra Ing. Ph.D. (09.05.2022)

No additional knowledge is required.

 
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