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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 company practice in the field of marketing management and marketing applications. Additional information for students can be found in the COURSEWARE.
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Learning activities and teaching methods
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E-learning, Discussion, Multimedia supported teaching, Students' portfolio, Group discussion, Individual study, Students' self-study, Self-study of literature, Practicum
- Undergraduate study programme term essay (20-40)
- 40 hours per semester
- Contact hours
- 26 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 12 hours per semester
- unspecified
- 26 hours per semester
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| prerequisite |
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| Knowledge |
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| to have German communication skills at intermediate level (language of instruction is German) |
| to know basics of marketing |
| learning outcomes |
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| to use the theoretical basics of marketing and marketing concepts of business management |
| to compare marketing and other business concepts |
| to understand and explain the role of marketing, marketing planning and information systems in company practice, and the need to analyse marketing environment and environmental factors |
| Skills |
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| to apply the marketing mix and elaborate an assigned case study |
| to present (defend) results of such a case study |
| to discuss possible solutions with the tutor in the German language ground their statements |
| to actively search out examples to compare the given economic problem |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
|---|
| E-learning |
| Multimedia supported teaching |
| Self-study of literature |
| Skills |
|---|
| Discussion |
| Group discussion |
| Skills demonstration |
| Practicum |
| Competences |
|---|
| Practicum |
| Skills demonstration |
| Discussion |
| Group discussion |
| E-learning |
| Multimedia supported teaching |
| Self-study of literature |
| assessment methods |
|---|
| Knowledge |
|---|
| Seminar work |
| Individual presentation at a seminar |
| Skills |
|---|
| 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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Bruhn, Manfred. Marketingübungen : Basiswissen, Aufgaben, Lösungen : selbständiges Lerntraining für Studium und Beruf. 2., überarb. Aufl. Wiesbaden : Gabler, 2004. ISBN 3-409-21640-5.
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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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Kotler, Philip; Keller, Kevin Lane. Marketing-management: konzepte - instrumente - unternehmensfallstudien. 2016. ISBN 978-0-292-09262-1.
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Meffert, Heribert; Burmann, Christoph,; Kirchgeorg, Manfred. Marketing : Arbeitsbuch : Aufgaben, Fallstudien, Lösungen. 10 Aufl. Wiesbaden : Gabler, 2009. ISBN 978-3-8349-1015-8.
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Pepels, Werner. Fallstudien zum Marketing. 2015. ISBN 978-3-470-66241-1.
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Werani, Thomas; Gaubinger, Kurt; Kinderman, Harald. Praxisorientiertes Business-to-Business-Marketing : Grundlagen und Fallstudien aus Unternehmen. Wiesbaden : Gabler, 2006. ISBN 978-3-8349-0346-4.
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