Course: Introduction to Marketing in German

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Course title Introduction to Marketing in German
Course code KMO/NMTGA
Organizational form of instruction Lecture + Tutorial
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction German
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Cimler Petr, Doc. Ing. CSc.
  • Hommerová Dita, Ing. Ph.D., MBA
Course content
- Introduction to marketing and its role in society - Market and targeted marketing - Market analysis - Psychology of customer behavior in the B2B and B2C market - Market research - Marketing planning - Marketing mix - product - Marketing mix - distribution - Marketing mix - price - Marketing mix - promotion - Introduction to services marketing - Marketing trends Additional information for the students of the combined form of study is on the COURSEWARE.

Learning activities and teaching methods
Lecture with practical applications, E-learning, Multimedia supported teaching, Students' portfolio, Individual study, Self-study of literature, Practicum
  • Preparation for an examination (30-60) - 40 hours per semester
  • Contact hours - 39 hours per semester
  • Undergraduate study programme term essay (20-40) - 25 hours per semester
prerequisite
professional knowledge
None
learning outcomes
to understand the role of marketing, marketing planning and business information system
to understand the need of analysis of marketing environment and environmental factors
to compare marketing and other business concepts
professional skills
to apply theoretical basics of marketing and marketing orientations in the business practice
to apply marketing mix, perform and present marketing plan project
general eligibility
N/A
N/A
N/A
teaching methods
professional knowledge
Lecture with practical applications
E-learning
Multimedia supported teaching
Self-study of literature
professional skills
Students' portfolio
Practicum
general eligibility
Lecture with practical applications
Self-study of literature
E-learning
Multimedia supported teaching
Practicum
Students' portfolio
assessment methods
professional knowledge
Written exam
Seminar work
professional skills
Skills demonstration during practicum
general eligibility
Written exam
Skills demonstration during practicum
Seminar work
Recommended literature
  • Boučková, Jana. Marketing. Praha, 2003. ISBN 80-7179-577-1 .
  • Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
  • Kotler. Marketing. ISBN 80-247-0513-3.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
  • KOTLER,Philip; ARMSTRONG, Garry. Grundlagen des Marketing. Munchen: Pearson Studium, 2011. ISBN 978-3-86894-014-5.
  • Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
  • Světlík, Jaroslav. Marketing - cesta k trhu. Plzeň, 2005. ISBN 80-86898-48-2 .
  • Vaštíková, Miroslava. Marketing služeb: efektivně a moderně. Praha : Grada, 2008. ISBN 978-80-247-2721-9.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Philosophy and Arts - (16-1) Social sciences 1 Winter