AMAR_UMM Marketing for European Markets

Moravian Business College Olomouc
summer 2013
Extent and Intensity
6/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Jan Závodný Pospíšil, Ph.D. (lecturer)
Guaranteed by
PhDr. Jan Závodný Pospíšil, Ph.D.
Moravian Business College Olomouc
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the subject is familiarization with the basis of marketing, explanation and understanding of initial principles of marketing and basic marketing terms ("4P" product, price, communication mix, distribution), market research, segmentation, purchase behaviour, etc.).
Syllabus
  • 1. Introduction to the Marketing for European markets
    2. Purchasing behaviour of european customers
    3. Product - characterization, classification, product life cycle
    4. Price - factors affecting pricing, method of pricing
    5. Marketing communication - advertising, sales promotion, public relations, personal selling, direct marketing, event marketing, integrated marketing communications
    6. Distribution - distribution channels, retail, wholesale, physical distribution
Literature
    required literature
  • DE PELSMACKER, Patrick, GEUENS, Maggie. Marketing communications: a European perspective. Harlow: Financial Times Prentice Hall, 2018. ISBN 978-1-292-13576-2. info
  • KOTLER, Philip, KELLER, Kevin Lane. Marketing management: a European perspective. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 01-321-0292-7. info
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 6 HOD/SEM.
Teacher's information
Exam - written.
The course is also listed under the following terms summer 2014, summer 2015.
  • Enrolment Statistics (summer 2013, recent)
  • Permalink: https://is.mvso.cz/course/mvso/summer2013/AMAR_UMM