Počet kreditů 5
Vyučováno v Winter
Rozsah výuky 2p+2s
Garant předmětu
Přednášející
Cvičící

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.

https://ekonom.feld.cvut.cz/cs/student/predmety/marketing

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. The strategy product/market

planning

6. Methods of strategy planning

7.Marketing-mix

8.Product, assortment and service policy

9.Innovation, differentiation, variation

10. Contractation policy, pricing

11. Communication policy - publicity, advertising etc.

12. The choice of distribution channels and sales

13. The choice of marketing strategies

14. Marketing controlling and audit, development of marketing.

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

1. Kotler, P., Keller, K. L: Marketing Management. 14th Edition, Prentice-Hall Inc. 2011. ISBN-10: 0132102927

2. Lilien, G.L., Rangaswamy A., De Bruyn, A.: Principles of Marketing Engineering, 2nd Edition, State College PA, 2013. ISBN 9780985764807

3. Randall, G.: Principles of Marketing, Thomson Learning 2001

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