Course annotation:
Marketing is a rapidly evolving field with diverse ways to reach, attract, and retain customers. Companies can gain a significant competitive advantage if they take advantage of these opportunities and purposefully and effectively apply modern marketing tools to corporate management.
The course aims to offer students classical and new knowledge in the field of marketing, marketing management, and marketing communication, with an emphasis on the use of modern marketing trends. Part of the course will focus on applying these tools to corporate practice through case studies and teamwork. Actual examples of unethical or inappropriate use of marketing tools in practice will also be presented at the end of the course.

Target group:
The course is designed for managers of medium and small companies, for heads of marketing and sales departments of large and medium-sized companies, and others who are interested in learning about marketing issues and are interested in learning as much as possible about new trends and possibilities of their application not only in business practice.

Lecturers. Ing. Pavla Staňková, Ph.D., Ing. Jiří Bejtkovský, Ph.D., doc. Ing. Michal Pilík, Ph.D.

Course length: 1 or 2 days