Weighting: 100 %
Type: Assignment (L. O. 1, 2, 3, 4, 5)
Brief Description: An assignment focused on solving a real life issue in the student’s organisation regarding marketing issue.
Length: max. 3000 words.

1. Marketing management – key concepts, definitions
2. Customers’ needs and expectations as factors with impact on company performance.
3. Changing environmental influences on marketing management.
4. Market research – tools and instruments for realization of marketing actions
5. Buyer behaviour, market segmentation, targeting and positioning and impact on innovation
6. Marketing analysis
7. Contents and formulation of marketing strategy
8. Implementation of the marketing strategy
9. Modern technologies and marketing
10. Social networks as a marketing tool
11. Development of innovative new products and new service innovation

1. Demonstrate a complex understanding of recent concepts and trends in marketing in theory and practice.
Knowledge and understanding

2. Demonstrate an independent learning ability required in order to identify adaptations and changes in customer needs based on marketing research.
Learning

3. Demonstrate the ability to evaluate current marketing research and its application to realize marketing strategy flawlessly.
Analysis

4. Evaluate complex situations of a company with focus on development, design and implementation of new products.
Problem solving

5. Communicate comprehensively the conclusions derived from marketing analyses to specialist and non-specialist audience.
Communication

Following the lectures and prior to completing assessment students will engage with guided learning which will consolidate all new knowledge and understanding.

Independent learning strategies will include electronic consultations, electronic discussion groups and if asked for - personal consultations / advice with lecture team members.

• Access to online SU library, E-brary, Beck online
• Students have course handbook and learning package at their disposal

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

• Hanzelková, A. ,Kerkovský,M.,Odehnalová,D., Vykypel,O..: Strategic marketing – theory for praxes, C.H.Beck, Praha, 2009
(To be translated)
• U.C. Mathur.: International marketing management, Sage Publications India, 2008, ISBN: 8132100107; 9788132100102

(or the most current versions of the texts)