Course detail

Marketing

FSI-FMA-KAcad. year: 2015/2016

The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of strategic marketing management are discussed. The focus on industrial marketing issues is dominant.

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Manufacturing Technology (ÚST)

Learning outcomes of the course unit

Best practices will be broadly discussed, especially those, connected with well-thought-out approach towards meeting customer needs. The course is oriented towards mastering marketing terminology and familiarising with practical experience. A distinguishing feature of the course structure and delivery is orientation of the learning/teaching process towards active participation of students (the selection of topics of the seminar works, their elaboration and presentation).

Prerequisites

Knowledge of basic economic terms

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Assesment methods and criteria linked to learning outcomes

Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.

Course curriculum

Theoretical outcomes of marketing management
Conditions for marketing tools utilization
Marketing mix
CRM
Examples of "best practices" of marketing approaches in a company management

Work placements

Not applicable.

Aims

The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master the marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.

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

Two written tests in the course of the semester, working out a seminar project.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

BUREŠ, I. Marketingově řízená firma. Praha: Management Press, 1992. 101 s. ISBN 80-85603-24-1
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
WHITELEY, R. Podnik řízený zákazníkem. Praha: Victoria Publishing, 1993. 231s. ISBN 80-85605-69-4

Recommended reading

KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6

Classification of course in study plans

  • Programme B2341-3 Bachelor's

    branch B-STG , 3 year of study, summer semester, compulsory-optional

Type of course unit

 

Guided consultation

17 hod., optionally

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

1. Marketing concept – its purpose and consequences
2. Conditions for application of marketing
3. Marketing mix elements
4. Marketing research
5. Creation and execution of marketing strategy