Moodle FEL ČVUT
Marketing
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Marketing AE1M16MAR
| Kredity | 5 |
| Semestry | zimní |
| Zakončení | zápočet a zkouška |
| Jazyk výuky | angličtina |
| Rozsah výuky | 2+2s |
Anotace
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.
\\Výsledek studentské ankety předmětu je zde: http://www.fel.cvut.cz/anketa/aktualni/courses/AE1M16MAR
\\Výsledek studentské ankety předmětu je zde: http://www.fel.cvut.cz/anketa/aktualni/courses/AE1M16MAR
Cíle studia
Žádná data.
Osnovy přednášek
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
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
Osnovy cvičení
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
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
Literatura
1.Kotler, P.: Marketing Management. Prentice-Hall Inc. 2010
2.Randall, G.: Principles of Marketing, Thomson Learning 2001
2.Randall, G.: Principles of Marketing, Thomson Learning 2001
Požadavky
viz https://ekonom.feld.cvut.cz/cs/student/predmety/marketing
Za správnost dat zodpovídá:
Studijní Informační Systém (KOS)