YMAR_UMM Marketing

Moravian Business College Olomouc
summer 2017
Extent and Intensity
12/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Miloslava Chovancová, CSc. (lecturer)
Mgr. Šárka Štveráková (lecturer)
PhDr. Jan Závodný Pospíšil, Ph.D. (lecturer)
Guaranteed by
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 course introduces students to the concept of marketing as a modern concept of managing organization and activities. It explains the importance and position of marketing in structures of the organization, content and tools of modern marketing. A student acquires terms from marketing, including their interrelationships and links, the student will be able to define the essence of marketing, concepts and the importance of creation and implementation of quality marketing concepts for management needs of any organization. The student will become acquainted with the internal and external environment which affects the functioning of any organization, marketing approach to a market and market segmentation, marketing information system, consumer behavior, the essential parts of the marketing mix and the importance of strategic marketing management of organizations in terms of developed market economies.
Syllabus (in Czech)
  • Obsah předmětu:
    1. Úvod do marketingu + Strategický marketing.
    2. Trh, analýza spotřebitelského trhu.
    3. Marketingový výzkum.
    4. Marketingový informační systém.
    5. Marketingový mix + Produktová politika.
    6. Cenová politika.
    7. Distribuční politika.
    8. Marketingová komunikace.
    9. Marketing management.
    10. Marketing služeb.
    11. Globální marketing 21. století.
    12. Etické aspekty marketingu.
Literature
    required literature
  • KOTLER, P. a K. L. KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5. info
  • TOMEK G. Marketing - od myšlenky k realizaci. Praha: Professional Publishing, 2009. ISBN 978-80-247-2049-4. info
  • ZAMAZALOVÁ M. Marketing obchodní firmy. Praha: Grada Publishing, 2009. ISBN 978-80-247-2049-4. info
  • FORET, M. Marketingová komunikace. Brno: Computer Press, 2008. ISBN 80-251-1041-9. info
  • CLOW K. E. - BAACK D. Reklama, propagace a marketingová komunikace. Brno: Computer Press, 2008. ISBN 987-80-251-1769-9. info
  • PELSMACKER P. - GEUENS M. - BERGH J. V. Marketingová komunikace. Praha: Grada Publishing, 2007. ISBN 80-247-0254-1. info
  • KOTLER P. - WONG V. - SAUNDERS J. - ARMSTRONG G. MOderní marketing. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2. info
  • SOLOMON M. R. - MARSHALL G. W. - START E. W. Marketing očima světových marketing manažerů. Brno: Computer Press, 2006. ISBN 80-251-1273-X. info
  • JAKUBÍKOVÁ D. Strategický marketing. Praha: Nakladatelství Oeconomica, VŠE, 2005. ISBN 978-80-245-0902-0. info
  • KOTLER P. - ARMSTRONG G. Marketing. Praha: Grada Publishing, 2004. ISBN 80-247-0513-3. info
  • BOUČKOVÁ J. a kol. Marketing. Praha: C. H. Beck., 2003. ISBN 80-7179-577-1. info
  • HORÁKOVÁ H. Strategický marketing. Praha: Grada Publishing, 2003. ISBN 80-247-0447-1. info
    recommended literature
  • SVĚTLÍK, J. Marketing - cesta k trhu. Plzeň: Aleš Čeněk. ISBN 80-868-9848-2. info
  • JURÁŠKOVÁ, O. a P. HORŇÁK. Velký slovník marketingových komunikací. Praha: Grada, 2012. ISBN 978-80-247-4354-7. info
  • CIMLER P. - ZADRAŽILOVÁ D. a kol. Retail management. Praha: Management Press, 2007. ISBN 978-80-7261-167-6. info
  • PRAŽSKÁ L. - JINDRA J. a kol. Obchodní podnikání - Retail management. Praha: Management Press, 2006. ISBN 80-7261-059-7. info
  • BURNETT K. Klíčoví zákazníci a péče o ně. Praha: CP Books, 2005. ISBN 80-7226-655-1. info
  • SCHIFFMAN L. G. - KANUK L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 80-251-0094-4. info
  • NASH E. Direct Marketing. Praha: Computer Press, 2003. ISBN 80-7226-838-4. info
  • STORBACKA K. - LEHTINEN J. R. Řízení vztahů se zákazníky. Praha: Grada Publishing, 2002. ISBN 80-7169-813-X. info
Teaching methods (in Czech)
Přednášení
Assessment methods (in Czech)
Známkou
Language of instruction
Czech
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 12 HOD/SEM.
The course is also listed under the following terms Summer 2007, Summer 2008, Summer 2009, Summer 2010, summer 2011, summer 2012, summer 2013, summer 2014, summer 2015, Summer 2016, summer 2018, winter 2018, summer 2019, winter 2019, summer 2020.
  • Enrolment Statistics (summer 2017, recent)
  • Permalink: https://is.mvso.cz/course/mvso/summer2017/YMAR_UMM