Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (25.09.2013)
The course aims at demonstrating how marketing strategy and eliciting consumers’ preferences can be planned and designed using the applied choice analysis approach.
The students will be provided with a wider perspective of the latest state-of-the-art in applied marketing research. Specifically, they will learn how marketing tools are used in practice and how to devise their own marketing studies for the new product or service on the market.
The practical part of the course will concentrate on teaching students how to run focus groups, collect and analyze the data with the help of NLOGIT software.
Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (25.09.2013)
This module aims to demonstrate that the real marketing is concerned with a lot more areas than just promotion. It will introduce students to a managerial mindset and a process to identify, predict and satisfy customer requirements effectively and at profit. Getting such wider perspective on marketing/business will provide future practitioners with resources to communicate across departments, alternatively they will be better equipped to start and run their own small business.Students will explore in depth a number of elementary and advanced concepts/tools for conventional marketing strategy planning. There are three focal points:
1)Explore the strategy planning model in general (including : environmental analysis, strategy formulation, and implementation & control).
2)Become familiar with tools useful for small business and start-ups in particular.
3)Get a hands-on experience with marketing planning using a computer-based market simulation.
The theoretical part of the course will be complimented with a practical market simulation called The Marketing Game: students in teams of three to four will compete against other teams to win the market for a high-tech gadget. Throughout the semester, students will make complex marketing decisions not only on promotion spending, but also regarding product features, pricing, targeting the right segments, distribution channels, sales force motivation and adjusting own strategy to what the competition does and how the market evolves - including the purchase and analysis of market data.
Literatura -
Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (29.09.2013)
Hensher, D. A., Rose, J. M., & Greene, W. H. (2005). Applied choice analysis: a primer. Cambridge University Press
Lang, M. (2011). Conjoint Analysis in Marketing Research. GRIN Verlag
Orme, B. K. (2006). Getting started with conjoint analysis. Research Publishers, LLC
Welkins, E. (2011). Till the last drop! Lulu press
Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. The Journal of Marketing, 3-19
Wittink, D. R., & Cattin, P. (1989). Commercial use of conjoint analysis: an update. The Journal of Marketing, 91-96
Strielkowski, W., Chiabai, A., Platt, S. (2013), Eliciting users’ preferences for cultural heritage and tourism-related e-services: a tale of three European cities, Tourism Economics, ISSN 1354-8166 (forthcoming), Available at Fast Track, DOI: http://dx.doi.org/10.5367/te.2013.0290
Riganti, P., Strielkowski, W., & Wang, J. (2012), Tourism, cultural heritage and e-services: using focus groups and in-depth interviews to assess consumers’ preference. TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism, 8(1), 41-59
Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (25.09.2013)
Hackley, C. Marketing: A Critical Introduction. Sage, 2009
Goffin, K., Lemke, F., Koners, U. Identifying Hidden Needs: Creating Breakthrough Products, Palgrave Macmillan, 2010
Gibbs, R., Humphries, A. Strategic Alliances & Marketing partnerships. Kogan Page, 2009
Kotler, P. & Caslione, J. Chaotics: The Business of Managing and Marketing in the Age of Turbulence. American Management Association, 2009
Goldstein, B. The Ultimate Small Business Marketing Toolkit. McGraw-Hill, 2008
