XAMA Marketing

Moravská vysoká škola Olomouc
zima 2023
Rozsah
2/2/0. 5 kr. Ukončení: zk.
Vyučující
doc. Ing. Šárka Velčovská, Ph.D. (přednášející)
doc. Ing. Šárka Velčovská, Ph.D. (cvičící)
Garance
Ing. Tomáš Jelínek, Ph.D.
Moravská vysoká škola Olomouc
Dodavatelské pracoviště: Moravská vysoká škola Olomouc
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
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.
Osnova
  • 1. Introduction to marketing (meaning and development).
  • 2. Global marketing of the 21st century (current trends).
  • 3. Online marketing.
  • 4. Market and market environment.
  • 5. Marketing information system and CRM.
  • 6. Marketing research.
  • 7. Marketing mix and product management.
  • 8. Price management.
  • 9. Distribution management.
  • 10. Management of integrated marketing communication.
  • 11. Marketing of services.
  • 12. Ethical aspects of marketing.
Literatura
    povinná literatura
  • DIBB, S. L., W. M. PRIDE L. SIMKIN, a O. C. FERRELL. Marketing: Concepts and Strategies. 8th ed. Andover: Cengage Learning, 2019. ISBN 978-1-4737-6027-1. info
  • KOTLER, P. a G. ARMSTRONG. Principles of Marketing. 17th ed. Harlow: Pearson, 2017, 736 s. ISBN 978-1-292-22028-4. info
  • IACOBUCCI, D. Marketing Management. 5th ed. Stamford: Cengage Learning, 2017, 352 s. ISBN 978-1-285-42995-3. info
  • BRENNAN, R., L. CANNING a R. MCDOWELL. Business-to-Business Marketing. 4th ed. Los Angeles: SAGE, 2017. ISBN 978-1-4739-7344-2. info
    doporučená literatura
  • GODIN, S. This Is Marketing: You Can't Be Seen Until You Learn to See. 1st ed. London: Portfolio/Penguin, 2018, 288 s. ISBN 978-0-525-54083-0. info
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
Vyučovací jazyk
Angličtina
Další komentáře
Studijní materiály
Předmět je vyučován každoročně.
Výuka probíhá každý týden.
Předmět je zařazen také v obdobích zima 2021.
  • Statistika zápisu (nejnovější)
  • Permalink: https://is.mvso.cz/predmet/mvso/zima2023/XAMA