Course detail
Marketing 1
FAST-BV017Acad. year: 2023/2024
Marketing approach to entrepreneurial activities is one of important precondition for long-term prosperity of a company in market economy. Knowledge and application of marketing is thus one of cornerstones of successful development of a company. Content of the subject is clarification of terms and techniques of marketing theory and practice connected with preparation and execution of marketing strategy of company (e.g. strategic position analysis, customer analysis and their segmentation, targeting and positioning and marketing mix utilization etc.).
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This course will develop knowledge and skills necessary for understanding the marketing position and substance in the company management as a whole. The point will be the understanding of important role of customer (understanding of their needs and wants, their decision-making process, factors influencing their buying behaviour), explanation of analysis methods of customer need and expectation and explanation of marketing mix utilization as a tool for achieving of long term business development.
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