116-0509/01 – Marketing Applications (MAPP)
| Gurantor department | Department of Marketing and Business | Credits | 4 |
| Subject guarantor | Ing. Petr Baránek, Ph.D. | Subject version guarantor | Ing. Petr Baránek, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 3 | Semester | winter |
| | Study language | English |
| Year of introduction | 2009/2010 | Year of cancellation | 2011/2012 |
| 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
Seminars
Summary
The subject Marketing Applications enlarges and deepens the subject Marketing.
The aim of the subject is teaching-in areas, where present marketing
interlopes, such as Business Marketing, Marketing of Services, Marketing of
Nonprofit Organizations, Political Marketing, E-commerce. One of the Marketing
Applications aims is creating competitive advantages. Basically, all aims
connected with firm processes are marketing aims as well. The subject focuses
on marketing planning substance and related activities.
1. Marketing of Services.
2. Marketing Management of Services in Practice.
3. Political Marketing.
4. Marketing of Educational Institutions.
5. Marketing of Non-profir Organizations.
6. Muinicipal and Regional Marketing.
7. Marketing of Financial Sector.
8. marketing of Insurance Institutions.
9. E-business.
10. Travel Marketing.
11. Marketing of Cultural and Sports Envents.
12. Marketing of Postal Services.
13. Business Marketing.
14. Current Trends in Marketing (Green Marketing).
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Student project work.
E-learning
Other requirements
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Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Marketing applications. Marketing`s role in the Global Economy. Evaluating opportunities in the changing marketing environment. Improving decisions with marketing information.
2. Consumers behavior. Final consumers and their buing behavior. Ethical marketing in consumer-oriented societes. Appraisal and challenges.
3. Introduction to Business Marketing. Business product classification. Differences between business marketing and consumer marketing. The nature of demand in business markets. The implication of derived demand.
4. Business buying behaviour. Factors affecting buying decisions. The process of business buying. Buying grid. Buying situations. Decision-making unit. Buiyng motivation.
5. The choice of target segments. Segmentation. Segmentation bases. Macrosegmentation. Mezosegmentation. Microsegmentation. Target marketing. Positioning.
6. Marketing of Services. Characterization of services market. Classification of services. Characterictics of services and their marketing implications. Marketing of services development and contemporary trends.
7. Marketing Management of Services in practice. Managing service business. Marketing mix concept use in the service industry. Differences to the content of service marketing elements.
8. Marketing for Nonprofit Organizations. Characterization of nonprofit organization´s market. Classification of nonprofit institutions. Application of nonprofit institutions. Application of nonprofit marketing, the main differences in marketing concepts and tools. Public corporations (image building and branding, company background presentations, new media distribution of public reports).
9. Marketing for Finantial Services. Characterization of finantial services market. Recent development of finantial services and their classification. Differences in the application of marketing in finantial institutions. The position of the client. Banking products. Insurance company, insurance products and solicitor`s marketing.
10. Travel Marketing. Characterization of travel services market. Classification of travel services. Application of marketing in a travel environment. Marketing mix concept in the travel industry.
11. Customer Relationship Management. CRM as an essential force behind almost every business decision, it`s integrattion throughout firm`s marketing. The important new perspectives that evolve from customer relationship management (CRM) strategies and tools, and how they relate to concepts such as customer equity, customer acquisition, and retention costs are featured throughout.
12. E-Commerce. Integrated E-Commerce Coverage. Analysis of how developments in e-Commerce impact marketing thinking and marketing action. A comprehensive discussion of marketing lessons learned from both the successes and failures of companies, including the dot.coms, in the new economy. Consequences of e-Commerce on business today.
13. E–Marketing. The E-marketing as a subordinated part of the e-Commerce. E-marketing fundamental characteristics, definition of the influence of Internet to individual elements of marketing mix and to changes in behaviour of customers and suppliers. A view to exploitation Internet in marketing and business in Czech conditions.
14. Sports marketing. The Role and Scope of Sport Events. Designing, Planning, and Controlling Event Logistics. Providing Hospitality at Sport Events. Event Marketing. Financing Sports Events. The Role and Scope of Sport Events. Financing Sports Events.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
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