MKT2_K Marketing

STING ACADEMY
winter 2018
Extent and Intensity
0/0/12. 4 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Jiří Urbánek, Ph.D.
Katedra ekonomiky a řízení – Rektor – STING ACADEMY
Prerequisites (in Czech)
mkt Marketing && SOUHLAS
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
Course objectives
Aim of the Marketing II course is the application of theoretical knowledge acquired in Marketing I course in diverse areas of practice. Course offers new theory part focused on new marketing trends, especially marketing social networking and viral marketing. The Course responds to the need of employers for graduates who require a creative approach to design and implement marketing campaigns. By creating a case study course improves the presentation skills of students.
Syllabus
Exercise:
1. Value Marketing - search for consumer optimum
2. Total Marketing Mix
3. E-marketing Application
4. Application of Marketing on Social network
5. Guerilla Marketing Application
6. Viral Marketing Application
7. Usege of BSC, SWOT and GE in marketing practice
8. CRM System Implementation
9. The role of process analysis when designing a marketing strategy
10. Event marketing
11. Political marketing
12. Marketing in the Nonprofit Sector
Literature
    required literature
  • LAKHANI, D. Jak prodávat když nikdo nekupuje. 1. vyd. Praha: Grada Publishing, 2010, 208 pp. ISBN 978-80-247-3309-8. info
  • ŠTĚDROŇ, B and KOL. Marketing a nová ekonomika. 1. vyd. Praha: C. H. Beck, 2009, 198 pp. ISBN 978-80-7400-146-8. info
  • KOTLER, P and KOL. Moderní marketing – 4. evropské vydání. 1. vyd. Praha: Grada Publishing, 2007, 1048 pp. ISBN 978-80-247-1545-2. info
    recommended literature
  • BAČUVČÍK, Radim. Tradiční a nové v marketingové komunikaci. 1. vyd. Zlín: Verbum, 2011, 218 pp. ISBN 978-80-87500-04-0. info
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada Publishing, a. s., 2008, 272 pp. ISBN 978-80-247-2690-8. info
Teaching methods
Tutorials with active involvement of students in discussions. Teaching methods are described in the Study and Examination Rules of the STING ACADEMY.
Assessment methods
Terms of the credit::
1) Submitting the case study on the application of marketing tools to selected business.:
2) A written test with success at least 60%.
Language of instruction
English
The course is also listed under the following terms winter 2017, winter 2019, summer 2020, winter 2020.
  • Enrolment Statistics (winter 2018, recent)
  • Permalink: https://is.newton.cz/course/sting/winter2018/MKT2_K