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Lecturer(s)
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Manda Drahomír, doc. Ing. Ph.D.
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Course content
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marketing of bank services, marketing in insurance business marketing in transportation marketing in education sports marketing, sponsoring retail marketing city marketing marketing in culture ethics in marketing, social responsible marketing non-profit marketing, fundrasing mobile marketing political marketing international marketing
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Learning activities and teaching methods
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Task-based study method, Lecture, Practicum
- Contact hours
- 39 hours per semester
- Undergraduate study programme term essay (20-40)
- 26 hours per semester
- Preparation for an examination (30-60)
- 39 hours per semester
- Presentation preparation (report) (1-10)
- 5 hours per semester
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| prerequisite |
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| Knowledge |
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| to provide knowledge of marketing basics |
| Competences |
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| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| to understand marketing activities in companies and organizations (towns and municipalities, banks, transportation firms, postal firms, professional sport, commercial culture, tourism etc.) |
| Skills |
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| to apply acquired knowledge practically to partial outputs to get specific marketing tasks solution |
| Competences |
|---|
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecture |
| Lecture supplemented with a discussion |
| Self-study of literature |
| Skills |
|---|
| Practicum |
| Task-based study method |
| Individual study |
| Students' portfolio |
| One-to-One tutorial |
| Competences |
|---|
| Lecture |
| Practicum |
| Individual study |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Seminar work |
| Skills |
|---|
| Seminar work |
| Individual presentation at a seminar |
| Competences |
|---|
| Self-evaluation |
| Seminar work |
| Individual presentation at a seminar |
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Recommended literature
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Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
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Cateora, P., Graham, J. International Marketing. McGraw-Hill/Irwin, 2001.
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Copley, Paul. Marketing communications management concepts and theories, cases and practices. Oxford : Butterworth-Heinemann, 2004. ISBN 978-0-08-047337-6.
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Gilbert, David. Retail marketing management. 2nd ed. Harlow : Financial Times/Prentice Hall, 2003. ISBN 978-1-4058-7031-3.
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Kerin, Roger A. Strategic marketing problems: cases and comments. Boston : Prentice Hall, 2010. ISBN 978-0-13-610706-4.
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Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan. Marketing 4.0 : moving from traditional to digital. 2017. ISBN 978-1-119-34120-8.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
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Lees-Marshment, Jennifer. Political marketing : principles and applications. 2nd ed. London : Routledge, 2014. ISBN 978-0-415-63207-2.
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Leroux Miller, Kivi. The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause. San Francisco : Jossey-Bass, 2010. ISBN 978-0-470-53965-1.
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Lovelock, Christopher H.; Wirtz, Jochen. Services marketing : people, technology, strategy. 7th ed. Boston : Pearson, 2011. ISBN 978-0-273-75606-4.
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Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
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Pelsmacker, Patrick de. Advertising in new formats and media : current research and implications for marketers. First edition. 2016. ISBN 978-1-78560-313-6.
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