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
Number of ECTS credits
Mode of study
Guarantor
Department
Learning outcomes of the course unit
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
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
2. Marketing mix elements
3. Marketing utilization in different settings (services, health care, sport etc...)
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
KOTLER, P.: MARKETING MANAGEMENT. 14. VYDÁNÍ. PRAHA, MANAGEMENT PRESS, 2013 (CS)
Recommended reading
KARLÍČEK, M. ZÁKLADY MARKETINGU. PRAHA: GRADA, 2013.
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
Exercise
Teacher / Lecturer
Syllabus
- 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.