BA_MT Marketing Techniques

Vysoká škola finanční a správní
zima 2016
Rozsah
2/0/0. 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: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
BA_MT/pMCPH: Po 8:45–9:29 E227, Po 9:30–10:15 E227, kromě Po 3. 10., kromě Po 19. 12. ; a Po 10. 10. 8:00–8:44 E227, Po 17. 10. 8:00–8:44 E227, Po 21. 11. 8:00–8:44 E227, Po 5. 12. 8:00–8:44 E227, P. Kotyza
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
Upon the successful completion of this course, students will be able to: 1. Understanding the marketing management in the 21st century digital environment 2. Understand the importance of eMarketing strategy and customer focus on sustainable growth of a company in the Digital Age; 3. Understand opportunities and threats emanating from the digital age 4. Understand the importance of digital technologies in establishing, evaluating and improving customer satisfaction. 5. Understand the challenges and opportunities of the Digital Age for traditional marketing in organizations and markets. 6. Grasp the role of internet in providing insight into customer relationships, behaviour and decision-making. 7. Understand ethical questions raised by these technologies, the concepts of social responsibility and sustainability. 8. Assess the criticality of the value proposition and the role of marketing in its communication and delivery. 9. Evaluate conventional, digital and alternative marketing strategies.
Osnova
  • COURSE CONTENT: 1. Marketing in Digital Age – Changing Scenario 2. Sharing Economy 3. Internet of Things 4. Digital Customer Journey 5. Digital Segmentation 6. Digital Marketing Communication 7. Content Marketing 8. Online Advertising 9. Social Media Marketing 10 Mobile marketing 11 Social CRM 12.Customer Experience
Literatura
    povinná literatura
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
    doporučená literatura
  • Simmons,G.-Brychan,T.: E-commerce adoption and Small Business in the Global Marketplace:Tools for Optimization.IGI Global 2010.
  • Náhradní obsah: BUTTLE, Francis. Customer relationship management: concepts and technologies. 2nd ed. Amsterdam: Butterworth-Heinemann, 2009. ISBN 978-185-6175-227.
  • 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.
  • 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.
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 presentations 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, individual project and as a final step on a written test. Minimum total success rate is 50% out of 100%. The written test will be based on 10 questions covering the course topics.
Navazující předměty
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Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2014, zima 2015, léto 2018, zima 2018, léto 2019, léto 2020, léto 2021, léto 2022.