Czech

5

doc. Ing. Vít Chlebovský, Ph.D.

Institute of Management

The subject knowledge on the Bachelor´s degree level is requested. 

The overall point assessment in the subject is divided as follows:

Active participation in lectures 10 points, preparation of a team project and its defense 50 points, completion of an e-learning course 30 points and an e-learning test 10 points.

Obligatory participation in teaching. 

Obtaining a considerable scale of information from marketing area, with strong emphasis to contemporary marketing approaches. Examples of successfull apprication of marketing philosophy are given. The course covers a broad spectrum of both theoretical approaches and practical examples. 
Studying in this module should contribute to the development of the following skills:
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication. 

Programme MKC-EVM: Electrical Manufacturing and Management, Master's, compulsory

Programme MGR-SRP-KS: Strategic Company Development , Master's, elective

Programme N-STG-K: Manufacturing Technology, Master's
specialization MTS: Modern Technologies of Lighting Systems, compulsory

Programme N-STG-K: Manufacturing Technology, Master's
specialization STM: Manufacturing Technology and Management in Industry, compulsory

12 hours, optionally

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer – expectations, satisfaction
Competition – types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements – product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)