Course detail

Marketing

FEKT-NMKGAcad. year: 2013/2014

Modern conception of marketing, basic presumptions for its application, basis of marketing conception in business and its realization tools. Marketing mix. Marketing company strategy. Marketing features in basic market segments.

Language of instruction

English

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Faculty of Business and Management (FP)

Learning outcomes of the course unit

Studying in this module should contribute to the development of the following skills:
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication.

Prerequisites

The subject knowledge on the Bachelor´s degree level is 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

Credit, final test.

Course curriculum

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)

Work placements

Not applicable.

Aims

Obtaining a considerable scale of information from marketing area, with strong emphasis to contemporary marketing approaches. Examples of successfull apprication of marketing philosophy are given. The course covers a broad spectrum of both theoretical approaches and practical examples.

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

Obligatory participation in teaching.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

BUREŠ, I.: Finanční řízení marketingových projektů, Praha, Management Press, 1993
BUREŠ, I.: Poziční strategie v marketingu. Praha. Management press 1998
DUFEK, J.: Marketing - cesta k úspěchu firmy. Brno, Cathy 1997
FREEMANTLE, D.: Bezkonkurenční služby zákazníkům. Praha, Manageent press, 1996
GLANZ, B.: Jak získat věrné zákazníky. Praha, Grada Publishing, 1996
Hooley, G., Saunders, J., Piercy, N.: Marketing Strategy and Competitive Positioning, FT Prentice-Hall, 3rd edition 2004, ISBN 0273 65516 7
HORÁKOVÁ, I.: Marketing v současné světové praxi, Praha, Management Press, 1993
CHALUPSKÝ, V.: Kapitoly z marketingu. VUT Brno, 1994
JANEČKOVÁ, L.: Marketing služeb. Slezská Universita, Karvin 1996
KOTLER, P.: Marketing management. Praha, Victoria Publishing, 1992
KOTLER, P.: Marketing podle Kotlera. Praha, Management Press, 2000
KOUDELKA, J.: Spotřební chování a marketing. Praha, Grada, 1997

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme EECC-MN Master's

    branch MN-MEL , 1 year of study, summer semester, elective interdisciplinary
    branch MN-EVM , 2 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)

Fundamentals seminar

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

Introduction to subject, program of lectures and practices, rules of credit, seminary assignments
Bases of marketing
Assessment of market volume and market share.
Test No. 1 - Package
Analysis of assortment cross
Case study - introduction of product to market
Portfolio analysis
Test No. 2 -- Test of Price Sensibility
Presentation of seminary assignment results
Distribution
Support of sale, sale places
Case study - Telemarketing