Course detail

Marketing

ÚSI-2FDMAAcad. year: 2011/2012

Marketing approach is an inevitable prerequisite for long-term development of a firm in a market environment. Knowledge and deep understanding of marketing principles thus create one of the pillars of a successful firm. The content of the course "Marketing" is focused on important aspects of marketing theory and practice, connected with the preparation and execution of marketing strategy (e.g. analysis of market position of a firm, the customer analysis and their segmentation, targeting and positioning, with the marketing mix elements etc.).

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Learning outcomes of the course unit

The course will deepen students’ knowledge and skills needed for understanding of the role of marketing in the management process of the firm. The important role plays understanding of customers (analysis of their wants and needs, decision-making process, factors influencing their buying behaviour...), understanding of analytical tools and methods for analysis of customer´s needs and wants and understanding of marketing mix elements utilization for long-term firm’s development.

Prerequisites

Not requested.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Assesment methods and criteria linked to learning outcomes

The assessment of students’ knowledge is based both on continual assessment (written test, case study solving, assignment preparation and presentation) as well as on the final written test assessment. The final grade will reflect both above mentioned parts.

Course curriculum

1. Introduction to the marketing
2. Basic terms from marketing theory and praxis
3. Basic terms and concepts of marketing plan preparation and execution
4. Best practices in marketing planning
5. Tools of marketing management - marketing mix
6. Tools of marketing management - marketing mix
7. Tools of marketing management - marketing mix
8. Marketing research I
9. Marketing research methods
10. Specific features of B2B markets
11. Specific features of B2B markets
12. Introduction to international marketing
13. Summary and concslusions

Work placements

Not applicable.

Aims

Goal of this subject is to give students the knowledge from the field of marketing, with special focus to B2B (industrial marketing). This orientation has many contributions to student´s knowledge and experience - at first it corresponds to the overall study focus, at the other hand this fits to the structure of participants (multidisciplinar study at which will participate students from many BUT faculties). The course content is based on current theoretical knowledge and its critical interpretation vis-á-vis real conditions both on our and on EU market.The particiapnt will gain knowledge and skills for complex identification and critical analysis of potential risk and for implementation of marketing measures.

Specification of controlled education, way of implementation and compensation for absences

Not applicable.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, P. Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
STORBACKA, K. - LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.

Recommended reading

BUREŠ, I. Marketingově řízená firma, Praha, Management Press, 1992. 101 s. ISBN 80-85603-24-1.
SCULLEY, J. - BYRNE, J. A. Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.
WHITELEY, R. Podnik řízený zákazníkem. Praha, Victoria Publishing 1993. 231 s. ISBN 80-85605-69-4

Classification of course in study plans

  • Programme MRzI Master's

    branch RFI , 2 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Exercise

13 hod., compulsory

Teacher / Lecturer