Marketing Project

Type of study	Follow-up Master
Language of instruction	Czech
Code	116-0334/02
Abbreviation	MPR
Course title	Marketing Project
Credits	3
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Jaroslav Urminský, Ph.D.

Subject syllabus

The project can be focused on:
- draft communication strategy,
- development of a questionnaire survey,
- processing of market research data,
- brand building on domestic and foreign markets,
- database management for marketing communications,
- social media management,
- web analytics,
- PPC management and SEO optimization
- organization of events (promotions, fairs),
- creating content for web and print media.

E-learning

Odkaz na e-learningové materiály: https://lms.vsb.cz/course/view.php?id=127917

Literature

KARLÍČEK, Miroslav et al. Marketingová komunikace: Jak komunikovat na našem trhu. 2. vyd. Praha: Grada, 2016. 224 s. ISBN 978-80-247-3541-2.
KOTLER, Philip, KARTAJAYA, Hermawan and Iwan SETIAWAN. Marketing 5.0: technology for humanity. Hoboken: John Wiley & Sons, 2021. 206 p. ISBN 978-1-119-66851-0.
MALHOTRA, K. Naresh. Marketing Research. An Applied Approach. 7th ed. Harlow: Prentice Hall, 2019. 864 p. .

Advised literature

CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 4th ed. London: Routledge, 2013. 613 p. .
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. .
TAHAL, Radek a kol. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. 264 s. ISBN 978-80-271-0206-8.

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