Rudiments of Marketing

• 26 hrs lectures
• 26 hrs exercises

• 100 pts final exam (written part)

How to do marketing.

The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.

No prerequisity knowledge is called for.

• Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5. (CS)
• Kotler, P.: Marketing management. Praha, Management Press, 2001. (CS)
• Vysekalová, J.: Marketing. Praha, Fortuna, 2006. (CS)
• Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003. (CS)

• Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5.
• Kotler, P.: Marketing management. Praha, Management Press, 2001.
• Vysekalová, J.: Marketing. Praha, Fortuna, 2006.
• Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003.
• Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005.
• Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003.
• Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002.
• Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5.
• Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003.
• Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005.
• Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003.

Attendance at practice and homework.

Attendance at practice and homework.