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Marketing Applications

Marketing Applications
116-0309/01
čeština Marketing Applications
116-0309/02
čeština Marketing Applications
116-0309/03
čeština Marketing Applications
116-0309/04
čeština Marketing Applications
116-0309/05
čeština Marketing Applications
116-0309/06
čeština

Anotace

The aim of the course is to acquaint students with the main applications of marketing, which are not directly related to the classical consumer market. The course concentrates primarily on defining differences concerning service marketing and business marketing. The goal is also to master the use of relevant marketing mix tools whose deployment is different in each specific application.

Povinná literatura

CUDNY, Waldemar. City Branding and Promotion: The Strategic Approach. New York: Routledge, 2019. 186 p. ISBN 978-1-138-48810-6 .
GRAU, Stacy. Marketing for Nonprofit Organizations: Insights and Innovations. 2nd ed. New York: Oxford University Press, 2021. 240 p. ISBN 978-0-190-09080-7 .
WIRTZ, Jochen and Christopher LOVELOCK. Essentials of Services Marketing. 3rd ed. Harlow: Pearson, 2018. 670 p. ISBN 978-1-292-08995-9 .

Advised literature

CHITTY, W., S. D’ALESSANDRO, D. GRAY and A. HUGHES. Services Marketing. 2nd ed. Docklands: Oxford University Press, 2019. 509 p. ISBN 978-0-19-030316-7 .
LEES-MARSHMENT, J., B. CONLEY, E. ELDER, R. PETTITT, V. RAYNAULD and A. TURCOTTE. Political Marketing: Principles and Applications. 3rd ed. London: Taylor&Francis, 2019. 266 p. ISBN 978-0-8153-5320-1 .
PIKE, Steven. Destination Marketing: Essentials. 3rd ed. London: Taylor&Francis, 2020. 324 p. ISBN 978-0-3674-6954-2 .


zpět na vyhledávání
Language of instruction čeština, čeština, čeština, čeština, čeština, čeština
Code 116-0309
Abbreviation MAP
Course title Marketing Applications
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.