Marketing (KPV/E-MKT)

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  • 6 credits
  • Lecturer: doc. Dr. Ing. Miroslav Merenda
  • Lessons (Lectures + Workshops + Seminars): 4 + 0 + 0 [hours/week]
  • Semester: Winter/ Summer
  • Examination Metod: Written examination

Annotation:

The aim of the subject is to acquaint students with the point, development and aims of marketing, with marketing background, with individual elements of marketing mix (product, price, distribution, communication). Student also grasps meaning, applications, sequences, methods and techniques of marketing research. The last part develops knowledge from the area of marketing and marketing research in specific conditions of organisations of services.

Overview of lecture topics:

  1. The point, development and aims of marketing
  2. Market, modern market and its attributes, specificity of markets and their segmentation
  3. Information procuring of marketing; marketing control; organisation of marketing in a company
  4. Marketing mix – definition, point, conception, tactics, strategy
  5. Marketing conception of the product
  6. Price and price politics
  7. Marketing communication
  8. Distribution as a factor of marketing
  9. Marketing research – methodology, questioning, content of the questionnaire, another methods of primary research
  10. Realisation of the research – product research, price research, distribution research, research for need of marketing communication
  11. Visualisation and report of data, agency research, presentation of results
  12. Market of services, marketing of services and its specificities
  13. Marketing control and marketing mix in services, human factor in services

Requirements:

Active participation in seminars, active approach to solving tasks, studying of given professional literature, passing of written test.

Literature:

  • Kotler,P.H.: Marketing Management. 12th Edition. Pearson Prentice Hall, 2006. ISBN 0-13-145757-8
  • Boveé,L.C., Thill,J.V.: Marketing. International Edition. New Caledonia: McGraw Hill Copany, 1992. ISBN 0-07-006734-1
  • Bennett,P.D. Marketing. New York: McGraw Hill Copany, 1988. ISBN 0-07-004721-9

Updated: 29. 03. 2017