345-0310/02 – Principles of Marketing (ZMk)
| Gurantor department | Department of Mechanical Technology | Credits | 3 |
| Subject guarantor | Ing. Libor Nečas, Ph.D. | Subject version guarantor | Ing. Libor Nečas, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Choice-compulsory |
| Year | 3 | Semester | winter |
| | Study language | Czech |
| Year of introduction | 2002/2003 | Year of cancellation | 2011/2012 |
| Intended for the faculties | FS | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
The goal of subject is to gain orientation in the field and understand the links to related subject matter of follow-up articles. The student demonstrates the degree of fulfillment of the objectives in the final test and fulfillment of tasks for completion of the course.
Teaching methods
Lectures
Individual consultations
Tutorials
Project work
Other activities
Summary
The course focuses on basic concepts and categories of modern marketing in conditions of advanced market economy. Learning outcomes of the course unit The aim of the course is to gain an orientation in the field of marketing, its origin and development, principles of management and planning of marketing activities, the structure of the marketing environment, customer behavior, market research and the system of marketing tools in the company. Another topic group is focused on a set of basic marketing tools (product, price, distribution and communication) and ways of using them.
Learning outcomes of the course unit The aim of the course is to obtain an orientation in the subject and to understand the links to related subjects of related subjects. The student will be able to demonstrate that the student has completed the final test and that he / she has fulfilled his / her tasks as a condition for completing the subject.
Compulsory literature:
Recommended literature:
[1] KOTLER, P. - Principles of marketing, Harlow: Pearson Education, 2014, 716 s.
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
Lecture:
1. Introduction to the subject
2. Marketing in market economy
3. Development marketing like entrepreneurial philosophically
4. Marketing scheduling and drive
5. Marketing macro - environment
6. Marketing micro - environment
7. Purchase behaviour consumers – consumer behaviour
8. Purchase behaviour institution
9. Market research
10. Marketing mix
11. Product and product policy
12. Price and price policy
13. Communication and communications policy
14. International marketing
15. Production marketing mix for international markets
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.