Rudiments of Marketing

• 26 hrs lectures
• 26 hrs exercises
• 13 hrs projects

• 65 pts final exam (written part)
• 15 pts mid-term test (written part)
• 20 pts projects

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, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
• Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
• Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
• Two study materials in PDF that are available for download on this course card.
• Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
• Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
• Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. (in Czech)
• Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. (in Czech)
• Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. (in Czech)
• Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. (in Czech)
• Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. (in Czech)
• Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. (in Czech)
• Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003. (in Czech)

1. Introduction to the course. Introduction to marketing. Consumer behavior.
2. Analysis of the marketing environment.
3. Segmentation.
4. Marketing mix - product I.
5. Marketing mix - Product II.
6. Lecture of a specialist from practise.
7. Marketing mix - Distribution.
8. Marketing mix - Price.
9. Lecture of a practitioner.
10. Marketing mix - Communication mix I.
11. Marketing mix - Communication mix II.
12. Current trends in marketing.
13. Lecture of a specialist from practise.

1. Introduction to the course. Introduction to marketing. Consumer behavior.
2. Analysis of the marketing environment.
3. Segmentation.
4. Marketing mix - product I.
5. Marketing mix - Product II.
6. Marketing mix - Distribution.
7. Marketing mix - Price.
8. Retail trail.
9. Marketing mix - Communication mix I.
10. Marketing mix - Communication mix II.
11. Test. Presentation of successful marketing companies.
12. Presentation of students.
13. Presentation of students. Credit.

Attendance at practice and homework.

Attendance at practice and homework.

Attendance at practice and homework.