Studijní opory TpB:
https://lms.vsb.cz/course/view.php?id=51846
https://lms.vsb.cz/course/view.php?id=132449
Marketing
| Type of study | Bachelor |
|---|---|
| Language of instruction | Czech |
| Code | 116-0300/01 |
| Abbreviation | MG |
| Course title | Marketing |
| Credits | 5 |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | doc. Ing. Šárka Velčovská, Ph.D. |
Osnova předmětu
1. The Market as a basis of marketing. Types of demand. Competitive business concepts. Actual marketing trends.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Marketing information system. Types and sources of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation. Roles of consumer in decision process.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection. Marketing mix models.
7. Product as an element of marketing mix. Total product concept. Product attributes. Product analysis and strategies.
8. New product development. The product's life cycle. Stages of product life cycle.
9. Price as an element of marketing mix. Price policy. Price determination process. Methods of pricing.
10. Pricing strategies. Price adjustment to market conditions. Product-mix pricing.
11. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
12. Distribution strategies. Distribution systems. Physical distribution.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Marketing communication trends.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Marketing information system. Types and sources of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation. Roles of consumer in decision process.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection. Marketing mix models.
7. Product as an element of marketing mix. Total product concept. Product attributes. Product analysis and strategies.
8. New product development. The product's life cycle. Stages of product life cycle.
9. Price as an element of marketing mix. Price policy. Price determination process. Methods of pricing.
10. Pricing strategies. Price adjustment to market conditions. Product-mix pricing.
11. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
12. Distribution strategies. Distribution systems. Physical distribution.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Marketing communication trends.
E-learning
Povinná literatura
ARMSTRONG, Garry and KOTLER, Philip, 2022. Marketing: An Introduction. 15th ed. Harlow: Pearson. ISBN 9780137476459 .
GREWAL, Dhruv and LEVY, Michael, 2021. Marketing. 8th ed. New York: McGraw-Hill. ISBN 978-1260717433.
KOTLER, Philip; KELLER, Kevin Lane; BRADY, Mairead; GOODMAN, Malcolm and HANSEN, Torben, 2019. Marketing Management. 4th European ed. Harlow: Pearson. ISBN 978-1292248448.
GREWAL, Dhruv and LEVY, Michael, 2021. Marketing. 8th ed. New York: McGraw-Hill. ISBN 978-1260717433.
KOTLER, Philip; KELLER, Kevin Lane; BRADY, Mairead; GOODMAN, Malcolm and HANSEN, Torben, 2019. Marketing Management. 4th European ed. Harlow: Pearson. ISBN 978-1292248448.
Advised literature
KOTLER, Philip and ARMSTRONG, Gary, 2020. Principles of Marketing. 18th ed. Harlow: Pearson. ISBN 9781292341132 .
PERREAULT, William; CANNON, Joseph and McCARTHY, E. Jerome, 2020. Essentials of Marketing. 17th ed. New York: McGraw-Hill. ISBN 978-1264024063 .
PRIDE, William M. and FERRELL, O. C., 2021. Foundations of Marketing. 9th ed. Boston: Cengage Learning. ISBN 978-0357129463.
PERREAULT, William; CANNON, Joseph and McCARTHY, E. Jerome, 2020. Essentials of Marketing. 17th ed. New York: McGraw-Hill. ISBN 978-1264024063 .
PRIDE, William M. and FERRELL, O. C., 2021. Foundations of Marketing. 9th ed. Boston: Cengage Learning. ISBN 978-0357129463.