Fundamentals of Marketing AEM

KRGarant předmětu: Richard Selby, Ph.D.

Detail předmětu

Typ předmětu:
Zařazení do semestru: 6.
Hodin přednášek/semestr: 28
Hodin cvičení/semestr: 28
Zkouška: písemná a ústní
Předpoklady:English for academic purposes or English for business purposes; Fundamentals of management;
Popis, cíl a formy výuky:The primary objective of this subject is to introduce participants to the theory and practice of relationship marketing. The secondary objectives are to understand the importance of Customer Care and Quality. These objectives will be achieved by lectures and seminars, during which the participants will work in small groups to produce a reasoned and original marketing plan for a product agreed between themselves and the lecturer.

Kmenová literatura

1Kotler, P. Kotler on marketing. Free Press (Simon & Schuster UK Ltd) 255p.
2Kotler, P. A framework for marketing management. Prentice Hall 352p.

Doporučená Literatura

1Kotler, P.; Kotler on marketing; Free Press (Simon & Schuster UK Ltd); ISBN 0-684-86047-3
2Kotler, P. A.; framework for marketing management; Prentice Hall (USA), 2001; ISBN 0-13-018525-6
3Jay, R.; Successful marketing plans; Hodder & Stroughton (UK) 1999; ISBN 0-340-747579