MARKETING - PEMBAMAG
Ing. Kateřina Matušínská, Ph.D.
MARKETING - PEMBAMAG
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zima 2021

                                        "The best marketing doesn't feel like marketing." — Tom Fishburne

LECTURERS

Ing. Kateřina Matušínská, Ph.D. - lecture, seminar, exam, final evaluation

Ing. Martin Klepek, Ph.D. - lecture, seminar

ORGANIZATIONAL AFFAIRS REQUIREMENTS OF THE SUBJECT, FINAL MARKING

Subject evaluation: Continuous test = 30 % and final written test = 70 % + extra points from activities. Students need at least 60 % of total points not to fail.

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).

Final evaluation:

30 % continuous test

15 points

70 % final test

35 points

TOTAL POINTS

50 points

+ extra points from activities

 Final marking:

A

50 - 46

B

45 – 41

C

40 – 36

D

35 - 33

E

32 - 30

F

29 - 0

 

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.

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