BA_MT Marketing Techniques

Vysoká škola finanční a správní
zima 2014
Rozsah
2/0. 6 hodin KS/semestr. 3 kr. Ukončení: z.
Vyučující
Mgr. Pavel Kotyza (cvičící)
Garance
Mgr. Pavel Kotyza
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec
Rozvrh seminárních/paralelních skupin
BA_MT/pMCPH: Čt 14:00–14:44 E223, Čt 14:45–15:30 E223, P. Kotyza
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The aim of this class is to introduce new current tactics and strategies in nowadays marketing including their integration with the effective marketing mix. Students will learn about latest technologies, strategies and methods used by and as a support to modern technology and IT. This class will focus mainly on event marketing, guerilla and viral marketing, neuro marketing, product marketing. Students will understands how to measure results of such actions compared to usual marketing communication. Students upon passing this class will be able to use gathered information in their own professional marketing activities
Osnova
  • COURSE CONTENT: 1. New trends and techniques in transactional na interactive marketing 2. Tools used in marketing communication. The most effective communication channels 3. Promotional marketing 4. Event marketing I - history and development 5. Event marketing II. - trends, intercultural events, future trends in event marketing 6. Viral Marketing 7. Guerilla Marketing 8. Product Placement, meaning and influence to consumer behaviour, merchandising 9. Retail Marketing 10. Mobile Marketing 11. Neuromarketing - history, main tchniques and use cases 12. Measuring marketing
Literatura
    povinná literatura
  • Náhradní obsah: BUTTLE, Francis. Customer relationship management: concepts and technologies. 2nd ed. Amsterdam: Butterworth-Heinemann, 2009. ISBN 978-185-6175-227.
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
    doporučená literatura
  • SOLIS, Brian. What's the future of business?: changing the way businesses create experiences. Hoboken, N.J.: Wiley, c2013, 218 p. ISBN 11-184-5653-X.
  • Simmons,G.-Brychan,T.: E-commerce adoption and Small Business in the Global Marketplace:Tools for Optimization.IGI Global 2010.
  • LINDSTRÖM, Martin, Hermawan KARTAJAYA a Iwan SETIAWAN. Brandwashed: tricks companies use to manipulate our minds and persuade us to buy. 1st ed. New York: Crown Business, c2011, xi, 291 p. ISBN 03-855-3173-7.
Výukové metody
Interactive lectures. Presentations followed by examples, case studies and test cases. Seminars will be focused on hands-on experience. Minimum 75% attendance to both presentations and exams required to be allowed to do written test for full-time students. Guided consultations for combined study with at least 50% attendance. Those who will not meet attendance requirements will fail the exam.
Metody hodnocení
All study results will be based on attendance and as a final step on written test with minimum 75% success rate. Text will be based on 10 questions with open and closed ones based on all topics in syllabus
Navazující předměty
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Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2015, zima 2016, léto 2018, zima 2018, léto 2019, léto 2020, léto 2021, léto 2022.