Course detail

Marketing

FP-marPDAcad. year: 2017/2018

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 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

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

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

The lecturers describing the main principles, methodology and problems are the main part of teaching methods. Seminars mostly support practical understanding of the discussed topics from the lectures.

Assesment methods and criteria linked to learning outcomes

Assessment Components:

1. Class Participation
Lectures and seminars are not obligatory to visit, students can get 2 points for each seminar (max. 10 points for semester).
2. Students will write a test during the semester (max. 15 points).
3. Team project (10 points).

Total is 35 points. Students must achieve at least 20 points from 35 possible points.

After passing the above-mentioned three parts (participation, individual assignment and group project), students can pass the final exam, which is in written form.

Exam 65 points
Total is 100 points

Course curriculum

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

Lectures and seminars are not obligatory to visit, students can get 2 points for each seminar (max. 10 points for semester).

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAŇOVSKÁ, Lucie a David Schüller. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0. (CS)
KOTLER, P.: MARKETING MANAGEMENT. 14. VYDÁNÍ. PRAHA, MANAGEMENT PRESS, 2013 (CS)

Recommended reading

BOUČKOVÁ, J. A KOL: MARKETING. PRAHA, C.H.BECK,2003 (CS)
KARLÍČEK, M. ZÁKLADY MARKETINGU. PRAHA: GRADA, 2013.

Classification of course in study plans

  • Programme BAK Bachelor's

    branch BAK-EP , 3 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures. Lectures and seminars are not obligatory.

Exercise

13 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

- Seznámení s předmětem a pravidly pro hodnocení studia v průběhu semestru. Očekávání studentů od předmětu. Diskuse k marketingu.
- Analýza marketingového prostředí.
- Segmentace.
- Marketingový mix.
- Význam obalu.
- Marketing služeb.
- Komunikační mix a příklady inovativních marketingových kampaní.
- Aktuální trendy v marketingu.
- Testopísemka.
- Prezentace studentů: Týmový projekt.
- Zápočet.