Course detail

Marketing

FP-RmarPAcad. year: 2013/2014

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

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

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

Knowledge of economic and managerial concepts and categories.

Co-requisites

Not applied.

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. Marketing in the overall managerial activities context
2. General conditions for effective marketing utilization
3. Market segmentation
4. Marekting mix elements - product
5. Marketing mix elements - price
6. Marketing mix elements - place
7. Marketing mix elements - promotion
8. Marketing research
9. Marketing strategy
10. Contemporary trends in marketing - marketing in e-commerce
11. Contemporary trends in marketing - social networking
12. Contemporary trends in marketing - services marketing
13. Final assessment

Content of seminars:
1. Marketing mix assessment
2. Services Marketing
3. Test of price-sensitivity
4. Methods of portfolio analysis
5. Team project preparation
6. Team projects plresentation

Work placements

Not applicable.

Aims

The goal of the course is to provide students with a set of 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

Knowledge will be continually assessed through written test and case study analysis and assignments presentation.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, Philip. Marketing. Praha: Grada, 2004. ISBN 80-247-0513-3 (CS)
MALLYA, T.: Základy strategického řízení a rozhodování. Praha: Gra... (CS)
ZAMAZALOVÁ, ,M.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4 (CS)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR Master's

    branch MGR-ŘEP , 1 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

The course contains lectures that explain basic principles, problems and methodology of the discipline, and exercises that promote the practical knowledge of the subject presented in the lectures.

Exercise

13 hod., compulsory

Teacher / Lecturer

Ing. Miroslav Slunečko