KFMAPE Marketing in Finance

Faculty of Economics and Administration
Spring 2003
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Jan Krajíček, Ph.D. (lecturer)
Guaranteed by
Ing. František Kalouda, CSc., MBA
Department of Finance – Faculty of Economics and Administration
Contact Person: Marie Moudrá
Prerequisites (in Czech)
Předmět Marketing v peněžnictví navazuje na znalosti, které posluchači získaly při studiu bankovnictví. Žádné další zvlástní předpoklady nejsou vyžadovány.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Marketing in Finance (SDMZ) Besides historical development of marketing, the course surveys the basic concepts, main principles and tools of marketing management. It includes an analysis of market opportunities, segmentation, creation of the marketing mix, marketing strategy and portfolio analysis. Similarities and differences between individual types of organisation will also be focused, particularly in insurance business and banking. The instruction also contains information resources, including monitoring and marketing research. Individual elements of the mix are conveyed in more detail - product, price, distribution and promotion. Special attention will be paid to customer behaviour and decision making and to the issues of image, identity and corporate culture. Examination: written test and oral exam.
Syllabus (in Czech)
  • 1. Úvod do marketingu v peněžnictví. 2. Koncepce a marketingové řízení- 3. Klient. 4. Marketingový mix. 5. Strategie produktů a služeb. 6. Tvorba cen. 7. Celková komunikační strategie, vnitřní a vnější komunikace. 8. Komunikační cesty. 9. Distribuční politika, její zásady, systémy a strategie. 10. distribuční cesty. 11. Kvalita služeb.
Assessment methods (in Czech)
Přednášky-konzultace, Zkouška - ústní zkouška, Požadavky ke zkoušce - odevzadaní seminárních prací
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: in blocks.
Information on the extent and intensity of the course: 16 hodin.
The course is also listed under the following terms Spring 2002, Spring 2004, Spring 2005, Spring 2006, Spring 2007.
  • Enrolment Statistics (Spring 2003, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2003/KFMAPE