EREB2E

Marketing EM

KRGarant předmětu: prof. Ing. Jan Hron, DrSc., dr. h. c.

Detail předmětu

Typ předmětu:
Zařazení do semestru: 9.
Hodin přednášek/semestr: 28
Hodin cvičení/semestr: 14
Exkurze:0
Zkouška: písemná
Předpoklady:Management, Theory of a management
Popis, cíl a formy výuky:Main objective of the course is to help students to develop marketing view on consumers and organisational buyers, competitors, and suppliers. The course is based on lectures, seminars, workshops, consultations, and study texts and glossaries. After introduction is projected strategy and operational marketing with support of teacher. All these three steps student repeat again when developing new market. Project for groups of students is assigned on the first lecture. Its attractivity for financing bodies, suppliers, salesman and performers is evaluated together with written test of terminology knowledge.

Kmenová literatura

1Bennet, D., Peter, : Marketing. McGraw-Hill Inc. New York 1988
2Kinnear, C., Thomas. Taylor, R., James, : Marketing Research. McGraw-Hill, Inc. New York 1991
3Walker, O.C., Boyd H. W., Larreche, Jean-Claude,: Marketing Strategy (Planning and Implementation). Irwin McGraw-Hill, Inc. New York 1995
4Pepperdine University: Marketing Annual Editions 96/97
5Belch, E., G., Belch M., A., : Introduction to Advertising & Promotin. Irwin, Chicago 1995
6Schoell, W., F., Guiltinan, J., P. : Marketing Essentials. Allyn and Bacocn, 1993.
7Kotler, P., : Marketing Management. Prentice Hall, New Jersey, 1994
8Zikmund, W., G.,´dAmicjo, M., Marketing. West Publishing Company, Mineapolis/ St. Paul, 1993

Doporučená Literatura

1BENNET, D., PETER Marketing. McGraw-Hill Inc. New York 1988
2KINNEAR, C., T., TAYLOR, R., J. Marketing Research. McGraw-Hill, Inc. New York 1991
3WALKER, O.C., BOYDH. W., LARRECHE, J.C. Marketing Strategy (Planning and Implementation). Irwin McGraw-Hill, Inc. New York 1995
4KOTLER, P. Marketing Management. Prentice-Hall International Editions, Englewood Cliffs, N.J. 1991. ISBN 0-13-533479-2
5BELCH, E., G., BELCH, M., A., : Introduction to Advertising & Promotin. Irwin, Chicago 1995
6SCHOELL, W., F., GUILTINAN J., P. : Marketing Essentials. Allyn and Bacocn, 1993.
7LINHART, Z.: Marketing for Agricultural Economics and Management, ČZU Praha 2003. ISBN 80-213-1030-8