Course syllabus MAR135D - Marketing (VŠPP - SS 2018/2019)

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Course code: MAR135D
Course title in Czech: Marketing
Course title in English: Marketing
Mode of completion and number of credits: Exam (5 credits)
Mode of delivery: part-time, 0/8 (lectures per period / seminars per period)
Language of instruction: Czech
Course supervisor: Ing. Vladimír Vavrečka, CSc.
Name of lecturer: PhDr. Ivana Bulanda, PhD. (examiner, instructor, lecturer)
Ing. Vladimír Vavrečka, CSc. (supervisor)
Prerequisites: none
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Course contents:
1.Introduction to Marketing (allowance 0/0)
2.Marketing as a process. Planning, implementing and managing. (allowance 0/0)
3.Product and service marketing. Product as an element of the marketing mix, product life cycle, service marketing specifics. (allowance 0/0)
4.Pricing policy. Pricing strategy, marketing process effectiveness. (allowance 0/0)
5.Distribution policy. Distribution channels and ways. Distribution indices. (allowance 0/0)
6.Integrated communication and promotion. Communication and media mix, planning and implementation of a communication campaign. (allowance 0/0)
7.Branding. Brand building and management. Company, product, and service brands. Brand strategy, positioning. (allowance 0/0)
8.Managing customer relationships. Loyalty and relationship marketing. Steps in the customer relationship building. Optimizing the customer portfolio. (allowance 0/0)
9.Marketing research. Forms and methods of research, working with a research firm, steps in the research. (allowance 0/0)
10.Consumer and customer behaviour. Steps in the decision-making and purchasing process. External variables decisive for a purchase. (allowance 0/0)
11.Personal selling and marketing. Types and peculiarities of the personal selling. Customer support before and after a purchase. (allowance 0/0)
12.Public relations. Paid and non-paid publicity. Crisis communication management. (allowance 0/0)
13.Case studies, revision, exam preparation. (allowance 0/0)
 
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Study load:
Type of teaching methodCombined form
Lecture/tutorial attendance8 h
Preparation for lectures/tutorials26 h
Study of e-learning materials18 h
Preparation for an exam26 h
Total78 h
 
Recommended reading:
Basic:
KOTLER, P. -- KELLER, K L. Marketing management. 14th ed. Praha: Grada, 2013. 814 p. ISBN 978-80-247-4150-5.
MCDONALD, M. -- WILSON, H. Marketingový plán. Příprava a úspěšná realizace. 1st ed. Brno: BizBooks, 2012. 575 p. ISBN 978-80-265-0014-8.
SVĚTLÍK, J. Marketing – cesta k trhu. Praha: VŠPP, a. s. , 2016.


Last modification made by Mgr. Nikola Najzarová on 01/25/2019.

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