Course detail

Marketing

FSI-HMRAcad. year: 2018/2019

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

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Manufacturing Technology (ÚST)

Learning outcomes of the course unit

Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.

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

Not applicable.

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 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

CHLEBOVSKÝ, V. MARKETING PRO B-2- B TRHY. BRNO: AKADEMICKÉ NAKLADATELSTVÍ CERM, S.R.O. BRNO, 2010. ISBN: 978-80-214-4129- 3.
KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0. (CS)
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460. (EN)

Recommended reading

KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460

Classification of course in study plans

  • Programme M2I-P Master's

    branch M-STM , 1 year of study, summer semester, compulsory
    branch M-VAS , 1 year of study, summer semester, compulsory
    branch M-STM , 1 year of study, summer semester, compulsory
    branch M-SLE , 1 year of study, summer semester, elective (voluntary)

  • Programme IT-MSC-2 Master's

    branch MMI , 1 year of study, summer semester, compulsory
    branch MBI , 0 year of study, summer semester, elective
    branch MSK , 0 year of study, summer semester, elective
    branch MMM , 0 year of study, summer semester, elective
    branch MBS , 0 year of study, summer semester, elective
    branch MPV , 0 year of study, summer semester, elective
    branch MIS , 0 year of study, summer semester, elective
    branch MIN , 0 year of study, summer semester, elective
    branch MGM , 0 year of study, summer semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy

Exercise

26 hod., optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.
Ing. Jan Machala

Syllabus

1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising