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Lecturer(s)
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Konečná Jana, doc. Ing. Ph.D., MBA
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Course content
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Case studies from the company practice, namely from the field of marketing management and marketing applications. Supplementary information for students is to be found in the COURSEWARE.
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Learning activities and teaching methods
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Discussion, Multimedia supported teaching, Students' portfolio, Group discussion, Task-based study method, Individual study, Students' self-study, Self-study of literature, Practicum
- Team project (50/number of students)
- 12 hours per semester
- Presentation preparation (report) (1-10)
- 10 hours per semester
- Contact hours
- 26 hours per semester
- Graduate study programme term essay (40-50)
- 30 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of the marketing basics and company marketing management. |
| learning outcomes |
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| to apply the theoretical basics of marketing and marketing concept of a company |
| to compare marketing and other business concepts |
| to understand and clarify the role of marketing, marketing planning and information systems in company practice, and also the need for an analysis of the marketing environment and the factors of the environment |
| Skills |
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| to apply the marketing mix and to elaborate the assigned case study |
| to present (defend) the results of the elaborated case study |
| to actively find examples for comparison of a given economic issue |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Task-based study method |
| Group discussion |
| Self-study of literature |
| Discussion |
| Skills |
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| Students' portfolio |
| Seminar |
| Competences |
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| Seminar |
| Students' portfolio |
| Task-based study method |
| Group discussion |
| Self-study of literature |
| Discussion |
| assessment methods |
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| Knowledge |
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| Seminar work |
| Individual presentation at a seminar |
| Skills |
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| Skills demonstration during practicum |
| Group presentation at a seminar |
| Competences |
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| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
| Individual presentation at a seminar |
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Recommended literature
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Kotler, Philip. Moderní marketing. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1545-2.
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SOLOMON, M. R., MARSHALL, G.W., STUART E.W. Marketing očima světových marketing manažerů. Praha: Computer Press, a.s., 2006. ISBN 80-251-1273-x.
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