Course detail

Marketing

FP-BMAREAcad. year: 2018/2019

A marketing approach to business is a prerequisite for ensuring the long-term prosperity of firms in the market economy. Knowledge and application of marketing is one of the pillars of a successful company.
The subject of the subject is to clarify and to use the practices of marketing practice based on current theoretical assumptions.
The course is in an interactive form in which the students gradually process a specific marketing project for the selected company. Within the part-time part of the course, the preparation of the projects will be presented and discussed in successive steps. In addition to the full-time part of the course, students will work independently on projects.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

The subject develops the knowledge and skills needed to understand the place and importance of marketing for business, especially in small businesses. In particular, it is important to understand the importance of the customer (knowledge of his / her needs and wishes, decision making, factors influencing his / her purchasing behavior ...), acquainting with methods of analyzing their needs and expectations, clarifying the principles of using marketing management tools to ensure long-term corporate development .

Prerequisites

Basic knowledge of marketing terms and principles

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course is in the form of a step-by-step practical guide to creating marketing plans and their implementation. It consists in part of the teacher's interpretation, part of the case studies and part of the consultation of the marketing plans.

Assesment methods and criteria linked to learning outcomes

Assessment of the subject is based on the following pillars:
- Developing a marketing plan in accordance with the methodology
- presentation of the prepared plan
- A test aimed at verifying a systematic and methodically correct approach to solving practical marketing tasks

Course curriculum

The basic time frame of the course is as follows:

Week 1-2:
Basic concept of marketing - approaches to entrepreneurship (entrepreneurial philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Marketing specifics in various fields of business

Week 3-4:
Marketing analyzes and influences (external and internal) on marketing strategies
Practical instructions for the use of analytical methods in SLEPT marketing, Porter analysis, Portfolio analysis, Assortment Cross Analysis, SWOT.

Week 5-6:
Fundamentals of marketing research as a tool for identifying customer needs, gaining feedback on their satisfaction, competition information, market trends in the monitored markets.

Week 7-8:
Specifics of individual markets and their segmentation. Specifics of consumer markets, consumer behavior in consumer markets. Specifics of organizations' markets (industrial markets), consumer behavior in industrial markets. Market segmentation, targeting, and market positioning. Segment types and possible segmentation criteria and steps.

Week 9-10:
Preparation and creation of product offer for individual market segments. Targeting and Positioning Products for Target Market Segments.
Marketing concepts and pricing practices. Possibilities of distributing products in different markets.

Week 11-12:
Marketing comunication. Traditional forms of communication, online communication, communication through social media.
Image and image marketing

Week 13:
Presentation and opponent evaluation of prepared projects, consultations on possible alternatives to prepared plans.

Work placements

Not applicable.

Aims

Learning outcomes of the course unit The aim of the course is to provide students with knowledge of marketing and lead them to practical use of marketing principles in business.

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

Students are actively involved in teaching. Inspection according to project milestones.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, P. and KELLER, K., 2011. Marketing management 14th edition. Prentice Hall. (EN)
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694. (EN)

Recommended reading

Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)
Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press. (EN)

Classification of course in study plans

  • Programme BAK-E Bachelor's

    branch BAK-ESBD , 1 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

Výuka probíhá interaktivní formou, při které posluchači postupně zpracovávají konkrétní marketingový projekt pro zvolenou společnost. V rámci prezenční části výuky bude příprava projektů prezentována a konzultována v postupných krocích. Mimo prezenční část výuky budou posluchači na projektech pracovat samostatně.

Základní časový rámec výuky je následující:

Týden 1-2:
Základní Pojetí marketingu – přístupy k podnikání (podnikatelská filosofie) a nástroje (přehled prvků marketingového mixu), Marketingový mix – pojetí 4P a 4C, Specifika marketingu v různých oborech podnikání

Týden 3-4:
Marketingové analýzy a vlivy (externí a interní) na marketingové strategie
Praktické návody využití analytických metod v marketingu SLEPT, Porterova analýza, Portfolio analýza, Analýza sortimentního kříže, SWOT.

Týden 5-6:
Marketingový výzkum jako nástroj pro zjišťování potřeb zákazníků, získání zpětné vazby o jejich spokojenosti, informací o konkurenci, tržních trendů na sledovaných trzích.

Týden 7-8:
Specifika jednotlivých trhů a jejich segmentace. Specifika spotřebních trhů, chování zákazníků na spotřebních trzích. Specifika trhů organizací (průmyslových trhů), chování zákazníků na průmyslových trzích. Segmentace trhu, cílení a tvorba tržní pozice. Typy segmentace a možná kritéria a kroky segmentace.

Týden 9-10:
Příprava a tvorba produktové nabídky pro jednotlivé tržní segmenty. Targeting a Positioning produktů pro cílové tržní segmenty.
Marketingové pojetí a postupy tvorby ceny. Možnosti zajištění distribuce produktů na různých trzích.

Týden 11-12:
Marketingová komunikace. Tradiční formy komunikace, online komunikace, komunikace prostřednictvím sociálních médií.
Image a image marketing

Týden 13:
Prezentace a oponentní hodnocení připravených projektů, konzultace možných alternativ připravených strategií a plánů.

Exercise

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.