Cíle předmětu

The course introduces to students the view of marketing as a modern concept of managing an organization and its activities. It clarifies the meaning and role of marketing in an organization´s structures, the contents and tools of modern marketing. Students will understand term from the field of marketing including their mutual relationships and links, they will be able to define the core of marketing, the approach and meaning of creating and performing a good-quality marketing strategy for managing an organization. They will find out about internal and external environment that influences the operation of each organization, marketing approach to market and its structure, marketing information system, behaviour of consumers, basic parts of marketing mix and the importance of strategic marketing management in an organization under the conditions of a developed market economy.

Metody hodnocení

Course credit: a case study + defence, presentation of news from the field of management, participation in the practical seminars. Examination: a term project and a combined examination