Terminated in academic year 2012/2013

Marketing

Type of study	Follow-up Master
Language of instruction	Czech
Code	345-0528/02
Abbreviation	Mk
Course title	Marketing
Credits	4
Coordinating department	Department of Mechanical Technology
Course coordinator	Ing. Libor Nečas, Ph.D.

Subject syllabus

Lecture:
1. First General overview of marketing
2. Second Marketing and market
3. Marketing as a business philosophy and historical development of marketing
4. Characteristics of marketing macro environment
5. Characteristics of micro-marketing
6. Behavior of customers in the consumer market
7. The purchase behavior of institutions
8. Marketing Market Research
9. marketing Mix
10. Product and product policy, product assortment and analysis
11. Price and price policy, decisions on pricing, pricing strategies
12. Distribution channels
13. Communication policy communication program
14. Creating marketing program - MIX

Literature

KOTLER, P. - Principles of marketing, Harlow: Pearson Education, 2014, 716 s.

Advised literature

[1] ZAMAZALOVÁ, Marcela. Marketing. 2., přeprac. a dopl. vyd. V Praze: C.H. Beck, 2010, xxiv, 499 s. Beckovy ekonomické učebnice. ISBN 978-80-7400-115-4
[2] KOTLER, Philip. Marketing. Praha: Grada, c2004, 855 s.

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