Marketing essentials, marketing strategies

The essence, concept and functions of marketing. The historical development in marketing. Characterising basic marketing concepts focused on their differentiation. Marketing dimensions. The essence and goals of marketing management. Characterising the process of marketing management. Stages in the process of marketing management, their content, sense and context. Marketing strategies. Types and levels of marketing strategies. Marketing analyses. Marketing planning. Implementation. Audit. Vision. Mission.

Analysing the marketing environment and information in marketing

Embedding a company into the marketing environment. Marketing micro-environment and macro-environment. Micro-environment factors. Macro-environment factors. A detailed focus on methods of analysis of the micro- and macro-environment and their applications in a case study. Information and its importance for marketing and strategic decisions. Sorting information. Sources of information. Data analysis. Concepts and components of a marketing information system, differences in individual components. Characterising an internal information system, marketing intelligence and marketing research.

Marketing research

Defining the marketing research and market research. Classification of market research. Explaining the course of the research. The most frequently used methods of primary data acquisition. The essence of qualitative and quantitative research. Analysing primary and secondary data. Performing one’s own research survey. Analysis of acquired information. Defining the conclusions of the research.

Purchasing behaviour, market segmentation

Characterising purchasing behaviour and determining the essential approaches to its investigation. The phases of the purchasing decision process of a consumer. Factors significant for influencing the course of the purchasing decision process. Specifics of the purchasing behaviour of corporations. Market segmentation. The used segmentation criteria. Explaining the process of segmentation. Conditions of the market segmentations. Analysing the suitability and profitability of individual market segments (targeting). Strategic segment selection. Identifying the key competitive advantage (positioning).

Product and product policy

Characterising the marketing approach to a product. The onion model of a product. Individual layers of a product. Lifecycle phases. The essence of the assortment policy. Product innovation. Introducing a new product to the market. The essence and expression of a brand. Characterising basic strategies of product branding. Brand archetypes. Brand policy. The legal and institutional framework for securing a brand. Characterising the design and packaging from the perspective of their marketing importance.

Price policy, distribution policy

Price policy. Fixed and dynamic price. Basic factors influencing pricing. The essence of price elasticity and its marketing use. Basic methods of pricing. Forms of price adjusting. The function of distribution and its specific position in the marketing mix. The distribution pathway. Decisions on the distribution pathway, distribution pathway management. Distribution system. Intermediary, middleman, distribution in-between.

Marketing communication

The concept of marketing communication. The difference between marketing communication and the communication mix. The specific position of the communication mix in the marketing toolset. The marketing communication process. The tools of the communication mix. Advertising, PR, personal sales, direct marketing, sales support. Composing a real marketing communication plan in a case study. Defining an advertising message. Realizing one’s own advertising spot. The legal and ethical framework of communication tools.

B2B

Defining B2B and B2C marketing. B2B relations, characteristics. Purchase situations. The purchase process – participants, influences, phases.

Service marketing

Defining a service. Comparing products and services. Characteristics of a service and their impact. The marketing service mix.

Internet marketing

Online marketing. Internet ads. Social media marketing. Search engines, www sites, their optimization, SEO, SEM, catalogues, keywords, banners, sales support. Conversion. PPC, PPA. Backlinks. Public relations. Direct marketing. Affiliate programmes. Viral marketing. Chatbot. E-mailing.

Marketing data and research

Data types (primary, secondary, qualitative, quantitative, internal, external). Information types in marketing (market size estimate, determining market shares, identifying and analysing distribution pathways, the process of purchasing decisions, measuring the sales support tool efficiency). Criteria of secondary data assessment (the data source, the purpose of the given data, real data content, the timeframe of the data collection, the method of data collection, data configuration).

Marketing from the perspective of an agency

Forms of communication in terms of advertising. The brand and product ad. Target group. Brand management. Analysing current case studies – marketing strategies and marketing communication regarding chosen brands/products.