Zápočet: aktivní účast na cvičení; odborná studie – Marketingový inovační plán a komunikační strategie inovace (50%), souhrnný test (50%)

R: KOTLER, P. Marketing Management. New York: Pearson/Prentice Hall, 2009.

R: LAMB, Ch. W., J. F. HAIR and C. D. McDANIEL. Marketing. Mason, OH: South-Western/Cengage Learning, 2013.

R: PRIDE, W. M., FERRELL, O.C., Marketing 2016. Cengage Learning, 2015.

R: WOOTTON, R., DUERR, E. and K. RUFFO. Moment Marketing: Optimizing Every Step of the Customer Journey. Viley, 2017.

A: CLOSE, A. Online Consumer Behavior: theory and research in social media, advertising, and e-tail. New York: Routledge, 2012.

A: GRAVES, P. Consumerology: The Truth About Consumers and the Psychology of Shopping. Nicholas Bearley Publishing, 2013.

Zkouška: teoretické zvládnutí probíraných témat (v rozsahu přednášek, cvičení a povinné literatury) včetně praktické aplikace na konkrétních příkladech bude prověřeno ústní zkouškou

Zkouška: teoretické zvládnutí probíraných témat (v rozsahu přednášek, cvičení a povinné literatury) včetně praktické aplikace na konkrétních příkladech bude prověřeno ústní zkouškou

1. Marketing strategies in the B2C, B2B, and B2G markets. Industrial and service sector marketing.

2. Overview of strategic marketing. Segmentation, targeting and positioning (STP) and customer oriented marketing strategies.

3. Marketing strategies and plans – value delivery within innovation process. Role of strategy planning, external and internal marketing environment, goals and strategy formulation, implementing, feedback and evaluating.

4. Marketing Mix audit, description of current situation, proposals, and creating marketing mix strategy. 4P’s and 7P’s components. Digital marketing mix for online business.

5. Marketing environment. Marketing research and information systems (external and internal information resources).

6. Product strategy – hierarchy of values, Boston matrix, product life cycle.

7. Brand management - product and brand relationship management. Branding and packaging.

8. Marketing channels and supply- chain management. retailing, direct marketing and wholesaling. Distribution strategy - distribution channels of different lengths. Consumer distribution channels (manufacturer, wholesaler, jobber, retailer). Distribution channels for industrial sector (manufacturer, manufacturer´s representative or sales branch, industrial distributor, industrial customer). Push vs. pull strategy.

9. Pricing strategies. Relationship marketing on industrial markets.

10. Integrated marketing communication. Promotion and marketing communication mix.

11. B2C and consumers´ buying behaviour. B2B markets and purchasers´ behavioural strategies.

12. New trends (Content marketing and Emotional marketing communication). Digital marketing and Social Networks in marketing management. Tools of online marketing.

13. Public Relations in integrated marketing communication. External and internal PR. Corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product. Crisis communication and steps of crisis management. Corporate social responsibility.

14. Planning new product communication and PR strategy, measuring the effect of communication and PR.