D_MS Marketing Strategy

Faculty of Economics and Administration
Autumn 2003
Extent and Intensity
0/0. Type of Completion: zk (examination).
Teacher(s)
prof. PhDr. Miroslav Foret, CSc. (lecturer)
Guaranteed by
prof. Ing. Ladislav Blažek, CSc.
Department of Business Management – Faculty of Economics and Administration
Contact Person: prof. Ing. Ladislav Blažek, CSc.
Timetable
Fri 3. 10. 13:00–17:00 P304, Fri 5. 12. 9:00–17:00 P304, Fri 12. 12. 9:00–17:00 P304
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
The content of the subject is focused on the following topic areas: Importance of marketing and marketing strategy in the conditions of globalization of economic phenomena and processes. Importance of image, identity and corporate culture for its marketing management and marketing strategy. Segmentation strategy and specific features of the individual types of markets. Differentiation and homogeneity of the consumer behaviour on the individual types of markets. Present customer demands for the product. Present concepts and strategies of pricing. Changes in distribution. Present tools of promotion as a part of marketing communication. Present marketing research as a part of the marketing information system - the need to know the customer, market and competitors. Marketing research as communication with the customer. Types of marketing research - quantitative x qualitative, in the field (primary analysis) x from the table (secondary analysis). Sources of primary data - research techniques. Sources of secondary data. Quantitative research - statistical procedures of sampling, statistical types of features and their processing procedures, statistical analysis, statistical software and results interpretation. Qualitative research - document analysis (content analysis) interviews, panel discussions and focus groups. Examination: oral.
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: zkoušku vykonat do konce následujícího semestru
The course can also be completed outside the examination period.
The course is taught annually.
General note: Volitelný předmět pro 2. a 3. semestr. Student si vybírá dva předměty z pěti vypsaných.
Information on the extent and intensity of the course: 24 hodin za semestr.
Information on course enrolment limitations: Volitelný předmět
The course is also listed under the following terms Spring 2001, Autumn 2001, Spring 2002, Autumn 2002, Spring 2003, Spring 2004, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2008.
  • Enrolment Statistics (Autumn 2003, recent)
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