Interaktivní osnova

Subject evaluation: Seminar work (2 case studies, 16 points, deadline - December 7, 2022) = 40 % and final written test = 60 % + extra points from ongoing activities. Students need at least 60 % of total points not to fail. Extra points can be also obtained from 2 optional practice tests. In the case of max. points, it means 1 bonus point per one test.

Students  could also work out irregular activities during lectures. These activities are evaluated (1 activity = 0.5 point). These points are extra - bonus (not included in total evaluation).

Structure of the subject:*

1.       The substance, concept and functions of marketing

2.       Marketing strategy and planning

3.       Marketing environment

4.       Marketing research

5.       B2C marketing versus B2B marketing

6.       STP process

7.       Product - marketing mix

8.       Price - marketing mix

9.       Place - marketing mix

10.    Marketing communication - marketing mix

11.    Marketing applications, case studies

12.    New trends in marketing, final revision, testing

* The continuity of lectures can be adjusted during the semester.