Course detail

Rudiments of Marketing

FIT-IZMAAcad. year: 2014/2015

Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.

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

How to do marketing.

Prerequisites

No prerequisity knowledge is called for.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Attendance at practice and homework.

Course curriculum

    Syllabus of lectures:
    Rudiment knowledge in the marketing area.
    Syllabus of numerical exercises:
    Rudiment knowledge in the marketing area.

Work placements

Not applicable.

Aims

The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.

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

Attendance at practice and homework.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5. Kotler, P.: Marketing management. Praha, Management Press, 2001. Vysekalová, J.: Marketing. Praha, Fortuna, 2006. Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003.Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003.

Recommended reading

Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5. (CS)Kotler, P.: Marketing management. Praha, Management Press, 2001. (CS) Vysekalová, J.: Marketing. Praha, Fortuna, 2006. (CS)Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003. (CS)

Classification of course in study plans

  • Programme IT-BC-3 Bachelor's

    branch BIT , 0 year of study, summer semester, elective