Subject description - AE1M16MAR
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Explanatory Notes
Instructions
| AE1M16MAR |
Marketing |
| Roles: | |
Extent of teaching: | 2+2s |
| Department: | 13116 |
Language of teaching: | EN |
| Guarantors: | |
Completion: | Z,ZK |
| Lecturers: | |
Credits: | 5 |
| Tutors: | |
Semester: | Z |
Anotation:
The role and functions of the marketing management. Marketing research and marketing information system. Concepts of marketing strategy. The use of product life cycle and portfolio. Marketing-mix. Product and service policy, pricing and contractation policy, communication, distribution. Controlling and audit.
Course outlines:
| 1. | | Management and marketing |
| 2. | | The marketing concept of the management in the firm |
| 3. | | Marketing research |
| 4. | | The behaviour of demand side and the market segmentation |
| 5. | | Analisis of portfolio and product life cycle |
| 6. | | The strategy product/market |
| 7. | | Product, assortment and service policy |
| 8. | | Innovation, differentiation, variation |
| 9. | | Contractation policy, pricing |
| 10. | | Communication policy - publicity, advertising etc. |
| 11. | | The choice of distribution channels and sales |
| 12. | | The choice of marketing strategies |
| 13. | | Marketing-mix |
| 14. | | The role and organisation of marketing in the firm |
Exercises outline:
| 1. | | Managerial circle, management tools |
| 2. | | Management concept, marketing concept |
| 3. | | Marketing research - forms and methods |
| 4. | | The choice of research methods |
| 5. | | Inquiring, results evaluation |
| 6. | | Strength/weakness analysis |
| 7. | | The product life cycle |
| 8. | | Product portfolio |
| 9. | | The firm`s assortment policy |
| 10. | | Pricing |
| 11. | | The choice of advertising media |
| 12. | | Marketing strategy, marketing-mix |
| 13. | | Final test |
| 14. | | Evaluation, credit |
Literature:
| 1. | | Kotler, P.: Marketing Management. Prentice-Hall Inc. 2010 |
| 2. | | Randall, G.: Principles of Marketing, Thomson Learning 2001 |
Requirements:
viz
https://ekonom.feld.cvut.cz/cs/student/predmety/marketing
Subject is included into these academic programs:
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| Page updated 14.3.2025 14:51:46, semester: Z,L/2024-5, Z,L/2025-6, Send comments about the content to the Administrators of the Academic Programs |
Proposal and Realization: I. Halaška (K336), J. Novák (K336) |