MARPMARA Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2010
Rozsah
2/1/0. 4 kr. Ukončení: zk.
Vyučující
Ing. Kateřina Matušínská, Ph.D. (přednášející)
Ing. Michal Stoklasa, Ph.D. (přednášející)
Ing. Kateřina Matušínská, Ph.D. (cvičící)
Ing. Michal Stoklasa, Ph.D. (cvičící)
Garance
doc. Ing. Emanuel Šustek, CSc.
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
Making the students acquainted with the marketing theory, its philosophical and social economical basis. It deals with the integrated concept, including all entrepreneurial activities and micro-economical areas. Preferentially, it will be presented as the developed knowledge of the unity of each top management employee to the ordinary worker of the company with the aim of generating not only the well-functioning sales management but also successful marketing decisions. The goal will be to show and substantiate theoretically to the students the growth of the practical application marketing areas to the width and depth including the changes of the marketing management instruments in mutual relations.
Osnova
  • 1. The substance, concept and functions of marketing
    2. Management of the marketing activity
    3. Analysis of the marketing environment
    4. Marketing information system and marketing research
    5. Consumer markets and the consumer's purchasing behaviour
    6. Market analysis of business organizations. The analysis of the branches and competition
    7. Identification of the market segments, the choice of the target markets
    8. Product and product's policy
    9. Selection and management of the marketing distribution ways and the market logistics
    10. Price, the formation of price strategies and programs
    11. Communication mixture
    12. International marketing and service marketing
    13. Lecture of specialist from practice
Literatura
    povinná literatura
  • KOTLER, P., KELLER, K. Marketing Management. Prentice Hall, 2008. ISBN 9780131357976. info
    doporučená literatura
  • PEELEN, E. Customer Relationship Management. Prentice Hall, 2005. ISBN 9780273681779. info
  • SCHLEGELMILCH, B., KEEGAN, W. J., STOETTINGER, B. Global Marketing Management. Prentice Hall, 2000. ISBN 9780138418267. info
Vyučovací jazyk
Angličtina
Informace učitele
maintained test, written exam test
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2008, zima 2009, zima 2011, zima 2012, zima 2013.