MAR115S Marketing in Central Europe

Obchodně podnikatelská fakulta v Karviné
zima 2008
Rozsah
2/0/0. 5 kr. Ukončení: zk.
Vyučující
Ing. Kateřina Matušínská, Ph.D. (přednášející)
Garance
prof. Ing. František Němec, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Cíle předmětu
The course objective is to develop a framework of general marketing and particularly of service marketing. The traditional marketing mix which applies to manufactured goods does not work for services. It defines the service product and assesses the impact service characteristics of service marketing. The course explains the interface between human resource management and marketing, service encounters, managing fluctuation of demand and pricing. Attention is paid to communication of product characteristics to customers. The importance of relationship marketing and information management is also stressed.
Osnova

  • 1. General Marketing Concept
    2. Marketing background, Expansion into the European Market, European consumer's behaviour
    3. Developing consumer products for central European markets
    4. Pricing for central European markets
    5. The central European distribution system
    6. Marketing Communications in central European countries
    7. Personal selling and negotiations in central European markets
    8. International Marketing of Services
    9. Researching European markets
    10. Case studies
    11. Case studies
    12. Knowledge examination
Literatura
    povinná literatura
  • CATEORA, P. R.,GHAURI, P.N. International Marketing. 1. ed. London: McGraw-Hill International Limited, 2000. ISBN 0256-23654-2. info
    doporučená literatura
  • BLYTHE, J. Essentials of Marketing Communications. Prentice Hall, 2005. ISBN 0 273 65858 1. info
  • RUGMAN, M., HODGETTS, R. M. International Business. Harlow: Pearson Education Limited, 2003. ISBN 0-273-67374-2. info
  • VAREY, R. J. Marketing Communication. London: Routledge, 2002. ISBN 0-415-23040-3. info
  • JANEČKOVÁ, L. Service Marketing. Doing Business in Central Europe. Karviná: SU OPF, 2002. info
Informace učitele
Seminar thesis, participation on course work, final test.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 1990, zima 1991, zima 1992, zima 1993, zima 1994, zima 1995, zima 1996, zima 1997, zima 1998, zima 1999, zima 2000, zima 2001, zima 2002, zima 2003, zima 2004, zima 2005, zima 2006, léto 2007, zima 2007, léto 2008, léto 2009.