116-0309/05 – Marketing Applications (MAP)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | doc. Ing. Šárka Velčovská, Ph.D. | Subject version guarantor | doc. Ing. Šárka Velčovská, Ph.D. |
Study level | undergraduate or graduate | Requirement | Choice-compulsory |
Year | 2 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2013/2014 | Year of cancellation | 2021/2022 |
Intended for the faculties | EKF | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
1. To identify possibilities of marketing applications in various areas/branches.
2. To comprehend different utilization of marketing mix tools.
3. To use suitable marketing tools and proper organization.
4. To design marketing plans for marketing applications.
5. To apply tools of marketing mix in practice.
Teaching methods
Lectures
Tutorials
Summary
The aim of the course is to acquaint students with the main applications of marketing, which are not directly related to the classical consumer market. The course concentrates primarily on defining differences concerning service marketing and business marketing. The goal is also to master the use of relevant marketing mix tools whose deployment is different in each specific application.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Elaboration and presentation of three projects and passing the credit test.
E-learning
Other requirements
Název úlohy Typ úlohy Max. počet bodů
(akt. za podúlohy) Min. počet bodů
Zápočet Zápočet (85)
Projekt Projekt 45 25
Písemka Písemka 40 20
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Marketing of services. Service features. Marketing tools used in the service sector.
2. Marketing of tourism. A specific marketing approach to tourism. Trends in the tourism market.
3. Marketing in the financial sector. Bank marketing management. Banking marketing mix.
4. Marketing in insurance. Specifics and deployment of marketing tools on the insurance market.
5. Marketing of educational institutions. Main markets of educational institutions. Marketing tools in education.
6. Marketing of cities and regions. Territorial marketing as a concept of territorial development. Subtypes of territorial marketing.
7. Marketing of non-profit organizations. Basics of functioning and marketing management in non-profit organizations.
8. Marketing of sport events. Marketing mix in sport.
9. Marketing of cultural events. Marketing mix in culture.
10. Political marketing. Specifics of political marketing. Types of political campaigns. Research/surveys of election preferences.
11. Business marketing I. Types of B2B demand. Types of B2B customers. Product types on the B2B market.
12. Business marketing II. Business Market Purchase. Decision unit. Marketing mix on B2B market.
13. Marketing in construction. The structure of the construction market. Customer role in building marketing.
14. Green Marketing and Ecodesign. Principles and types of ecodesign strategies. Marketing mix of green marketing.
Conditions for subject completion
Conditions for completion are defined only for particular subject version and form of study
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction