Ukončeno v akademickém roce 2020/2021

Marketing Project

Type of study	Follow-up Master
Language of instruction	English
Code	116-0534/01
Abbreviation	MP
Course title	Marketing Project
Credits	5
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Jaroslav Urminský, Ph.D.

Osnova předmětu

Course syllabus:
- 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.

Povinná literatura

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.
KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 15th ed. Boston: Pearson, 2016. 692 p. .
MALHOTRA, K. Naresh. Marketing Research. An Applied Approach. 7th ed. Harlow: Prentice Hall, 2019. 864 p. .

Doporučená literatura

CLOW, Kenneth E. and Karen E. JAMES. Essentials of Marketing Research: Putting Research into Practice. Los Angeles: SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8.
MALHOTRA, K. Naresh. Basic Marketing Research. 4th ed. Harlow: Prentice Hall, 2012. 672 p. ISBN 978-013254448.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. .

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