PEMBAPOM Principles of Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2022
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
doc. Ing. Martin Klepek, Ph.D. (přednášející)
Ing. Kateřina Matušínská, Ph.D. (přednášející)
Garance
doc. Ing. Martin Klepek, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.
Rozvrh
Čt 8:05–9:40 A412
  • Rozvrh seminárních/paralelních skupin:
PEMBAPOM/01: Čt 9:45–10:30 A412, M. Klepek, K. Matušínská
Předpoklady
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P)
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 20 stud.
Momentální stav registrace a zápisu: zapsáno: 0/20, pouze zareg.: 0/20
Mateřské obory/plány
Osnova
  • 1. The substance, concept and functions of marketing
    Marketing definition. Marketing concepts. Marketing cycle. Needs, wants and demands. Marketing supply. Exchange, transaction and relations. Key customer markets. Stages of marketing development. Traditional marketing mix 4Ps. Marketing mix 4Cs. Marketing mix 7Ps.
    2. Management of marketing activity and analysis of the marketing environment
    Marketing strategy definition. Designing a marketing strategy. Marketing plan elements. Marketing implementation. Controlling marketing activities. Marketing environment and its description. Marketing macroenvironment. Marketing external microenvironment. Marketing internal microenvironment. SWOT analysis. Response to environmental change.
    3. Marketing research
    Typology of marketing research. Research design and creation of research questions. Primary and secondary data. Quantitative and qualitative approaches. Research methods and techniques. Data collection and analysis. Evaluation and presentation of acquired data. Decision-making based on the results of marketing research.
    4. Consumer behavior on B2C market, STP process
    Factors influencing consumer behavior. The buying decision process. Creating Long-Term Loyalty Relationships. Segmentation – definition, characterization of segments, segmentation criteria, reverse segmentation. Targeting - definition, targeting strategy, market niche. Positioning - definition and meaning, types of position strategies, position map, repositioning.
    5. B2B markets
    Differences between B2C and B2C markets. Participants of the trade purchasing process. Buying situations. The trade purchasing process. Behavioural model of trade purchase process. Institutional and government markets. CRM on B2C markets.
    6. Marketing mix – product, price, place
    The product as a value creation tool for the customer. Product development phase. Product lifecycle and its implications for marketing management. Pricing methods using costs, competition and customers. Pricing tactics. Psychological aspects of price perception. Product availability. Types of retail units and distribution of FMCG goods.
    7. Marketing mix – marketing communication
    Definition and development of marketing communication. Basic concepts related to marketing communications. Brief characteristics of individual elements of marketing communication mix - advertising, sales promotion, personal sales, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
Vyučovací jazyk
Angličtina
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Předmět je zařazen také v obdobích zima 2021, zima 2024.