Course detail

Principles of Marketing

FP-ZMAcad. 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 Principles" is focused on many important aspects of marketing, connected with the analysis of market position of a firm, with the customer analysis and their segmentation, with the marketing mix elements etc.

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

This course will provide a set o knowledge needed for understanding of the role of marketing in the management process of the firm as well as for the management of specific areas (production, technology, R+D etc.). The important role plays understanding of customers (analysis of their wants and needs, decission-making process, factors influencing their buying behaviour...) for the long-term firm´s development.

Prerequisites

Knowledge of basic economic categories.

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) as well as on the final written test assessment. The final grade will reflect both above mentioned parts.

Course curriculum

1. General considerations for marekting utilization in our conditions
2. Marketing mix elements
3. Marketing utilization in different settings (services, health care, etc...)

Work placements

Not applicable.

Aims

The goal of the course is to provide students with basic knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.

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

The learning process will be evaluated through the written test and the assessment of student's approach during case studies analysis and solving.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Boučková, J. a kol: Marketing. Praha, C.H. Beck, 2003 (CS)
KAŇOVSKÁ, L. Základy marketingu. 1. vyd. Brno: CERM, 2009. 123 s. ISBN 978-80-214-3838-5. (CS)
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6 (CS)
PAYNE, A. Marketing služeb. 1. vyd. Praha: Grada, 1996. 247s. ISBN 80-7169-276-X (CS)
Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (CS)

Recommended reading

[17.] SPÁČIL, A. Péče o zákazníky. Co od nás zákazník očekává a jak dosáhnout jeho spokojenosti. Praha: Grada Publishing, 2002. 116 s. ISBN 80-247-0514-1 (CS)
[18.] STORBACKA, K., LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management. Přel. B. Sedloňová. 1. vyd. Praha: Grada Publishing, 2002. 168s. ISBN 80-7169-813-X (CS)

Classification of course in study plans

  • Programme BAK Bachelor's

    branch BAK-DP , 2 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

1. Introduction
2. Mikromarketing and makromarketing
3. Market segmentation. Specific features of industrial marketing
4. Marketing mix
Product policy
Price policy
Distribution policy
Communication policy
5. Marketing trends
6. Castomer satisfaction
7. Customer services

Exercise

26 hod., compulsory

Teacher / Lecturer

Ing. Pavel Mráček, Ph.D.

Syllabus

During excercises, the students will be able to develop their skills in utilization of analytical methods in the process of the analysis of a company´s position on the market, acquiring necessary knowledge and skills in the developmet of appropriate marketing mix elements.