MVŠO:XMAR_UMM Marketing - Course Information
XMAR_UMM Marketing
Moravian Business College Olomoucsummer 2018
- Extent and Intensity
- 2/2/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Miloslava Chovancová, CSc. (lecturer)
Mgr. Šárka Štveráková (lecturer)
Ing. Štěpánka Titzová (lecturer)
PhDr. Jan Závodný Pospíšil, Ph.D. (lecturer)
doc. Ing. Miloslava Chovancová, CSc. (seminar tutor)
Mgr. Šárka Štveráková (seminar tutor)
Ing. Štěpánka Titzová (seminar tutor)
PhDr. Jan Závodný Pospíšil, Ph.D. (seminar tutor) - Guaranteed by
- doc. Ing. Miloslava Chovancová, CSc.
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
- Company Economics and Management (programme MVŠO, 1091) (2)
- 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.
- Obsah předmětu:
- 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
- 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 80-7226-655-1. 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.
- Teacher's information
- Enrolment Statistics (summer 2018, recent)
- Permalink: https://is.mvso.cz/course/mvso/summer2018/XMAR_UMM