Czech

3

doc. Ing. Vladimír Chalupský, CSc., MBA

Institute of Manufacturing Technology

Best practices will be broadly discussed, especially those, connected with well-thought-out approach towards meeting customer needs. The course is oriented towards mastering marketing terminology and familiarising with practical experience. A distinguishing feature of the course structure and delivery is orientation of the learning/teaching process towards active participation of students (the selection of topics of the seminar works, their elaboration and presentation).

Knowledge of basic economic terms

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.

The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master the marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.

Two written tests in the course of the semester, working out a seminar project.

Programme B3S-K: Engineering, Bachelor's
branch B-STG: Manufacturing Technology, compulsory-optional

17 hours, optionally

1. Marketing concept – its purpose and consequences
2. Conditions for application of marketing
3. Marketing mix elements
4. Marketing research
5. Creation and execution of marketing strategy