1.1. PhDr.Karel Eliáš,CSc. MARKETING

2.2. Part I:Understanding Marketing Management Understanding the Critical Role of Marketing in Organizations and Society Laying the Groundwork through Strategic Planning The Marketing Management Process and Marketing Planning

3.3. Part II: Analyzing Marketing Opportunities Marketing Information Systems and Marketing Research Analyzing Marketing Environment Analyzing Consumer Markets and Buyer Behavior Analyzing Competitors

4.4. Part III:Researching and Selecting Target Markets Measuring and Forecasting Markets Estimating Current Demand Estimating Future Demand Identifying Market Segments, Selecting Target Markets and Developing Market Positions Market Segmentation Market Targeting Market Positioning

5.5. Part IV: Desingning Marketing Strategies Marketing Strategies for Market Leaders, Challengers, Followers and Nichers Marketing Strategies for Different Stages of the Product Life Cycle Demand/Technology Life Cycle Marketing Strategies for the Global Marketplace Deciding wheather to go abroad, which markets to enter and how to enter the market Deciding on the Marketing Programme Deciding on the Marketing Organization(export dept. vs global organisation)

6.6. Part V: Planning Marketing Programmes Developing,Testing and Launching new Products and Services Managing Products,Product Lines and Brands Managing Services Designing Pricing Strategies and Programs Selecting and Managing Marketing Channels Managing Retailing, Wholesaling and Physical-Distribution Systems Designing Communications and Promotion Mix Strategies Designing Effective Advertising Programs Designing Sales Promotion and Public Relations Programs Managing the Sales Force Principles of Personal Selling

7.7. Part VI: Organizing, Implementing and Controlling Marketing Effort Organizing and Implementing Marketing programs Market Management Organisation Marketing,s Relations with Other Departments Marketing Skills Evaluating and Controlling Marketing Performance Annual-plan Control Profitability Control Efficiency (Sales force,Advertising,Sales promotion,, Distribution) Control Strategic Control (Review and Audit)

8.8.