XPEM2912 Marketing

School of Business Administration in Karvina
Winter 2018
Extent and Intensity
0/0. 4 credit(s).
Guaranteed by
doc. Ing. Halina Starzyczná, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Prerequisites
None
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to provide students with the latest knowledge about the nature and functioning of contemporary marketing. The first section explains the basic concepts and principles of marketing and strategic marketing planning. Following section is devoted to the analysis of the marketing environment, marketing information management and the characteristics of the consumer market and B2B markets, their behaviour and decision-making processes that take place in these markets. The main part of the course is focused on the characteristics of each element of the marketing mix - product, price, availability and marketing communication tools. The final chapter focuses on the issue of services marketing and the use of marketing in small and medium companies.
Syllabus
  • 1. Principle, concept and importance of marketing
    2. Preparation of marketing strategies and plans
    3. Marketing Environment
    4. Acquiring marketing information
    5. Analysis of consumer market
    6. Analysis of B2B markets and competition
    7. Market Segmentation, Targeting and Positioning
    8. Product and product policy
    9. Availability of products and marketing logistics
    10. Price and price policy
    11. Marketing Communications
    12. Marketing Applications
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
Teacher's information
https://elearning.opf.slu.cz/course/view.php?id=888
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