Course detail

Marketing

FP-ERBMAREAcad. year: 2018/2019

Marketing business approach is important base of long term good competitive position of the company. Marketing knowledge is important base for business management.
The course is focused on actual marketing practice based on theoretical background.
The course is interactive, students are working on the particular project of marketing plan development. The project is step by step presented and consulted with the lecturer.


Basic timing structure of the course is following:

Week 1-2:
Introduction to Marketing and its role in the business, basic marketing terms and tools, basic approach to marketing mix.

Week 3-4:
Marketing analysis methodology and its practical use.

Week 5-6:
Basics of the marketing research as a tool to get feedback and other important information from the market.

Week 7-8:
Market segmentation and its practical use.

Week 9-10:
Product offer preparation from the marketing perspective, Targeting and positioning of the product. Product pricing.

Week 11-12:
Marketing communication - traditional and modern tools of the communication.

Week 13:
Marketing plan project presentation and feedback.

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)

Offered to foreign students

Of all faculties

Learning outcomes of the course unit

Learning outcomes are primarily in the capability to prepare basic marketing plan for given market and understand value creation process for company customers. Course is primarily focused on SME businesses.

Prerequisites

Basic knowledge of marketing terms and principles

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Course is interactive and based on lectures given by lecturer. Second part of the seminar is in the form of consulting to the marketing plan projects worked out by students.

Assesment methods and criteria linked to learning outcomes

Course assesment is based on following criteria:
- presence at the seminars (10 %)
- quality of the prepared marketing plan project and its concordance with methodology. (25 %)
- presentation of the prepared plan (10 %)
- wirtten exam focused on systematic approach to solution of the given marketing task (55 %).

Course curriculum

Marketing business approach is important base of long term good competitive position of the company. Marketing knowledge is important base for business management.
The course is focused on actual marketing practice based on theoretical background.
The course is interactive, students are working on the particular project of marketing plan development. The project is step by step presented and consulted with the lecturer.


Basic timing structure of the course is following:

Week 1-2:
Introduction to Marketing and its role in the business, basic marketing terms and tools, basic approach to marketing mix.

Week 3-4:
Marketing analysis methodology and its practical use.

Week 5-6:
Basics of the marketing research as a tool to get feedback and other important information from the market.

Week 7-8:
Market segmentation and its practical use.

Week 9-10:
Product offer preparation from the marketing perspective, Targeting and positioning of the product. Product pricing.

Week 11-12:
Marketing communication - traditional and modern tools of the communication.

Week 13:
Marketing plan project presentation and feedback.

Work placements

Not applicable.

Aims

Objective of the course is to provide knowledge of the marketing business approach basis and capability to create marketing plans.

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

Active participation in the lessons required.

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.
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694.

Recommended reading

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

Classification of course in study plans

  • Programme BAK-Z Bachelor's

    branch BAK-Z , 1 year of study, winter semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

Marketing business approach is important base of long term good competitive position of the company. Marketing knowledge is important base for business management.
The course is focused on actual marketing practice based on theoretical background.
The course is interactive, students are working on the particular project of marketing plan development. The project is step by step presented and consulted with the lecturer.


Basic timing structure of the course is following:

Week 1-2:
Introduction to Marketing and its role in the business, basic marketing terms and tools, basic approach to marketing mix.

Week 3-4:
Marketing analysis methodology and its practical use.

Week 5-6:
Basics of the marketing research as a tool to get feedback and other important information from the market.

Week 7-8:
Market segmentation and its practical use.

Week 9-10:
Product offer preparation from the marketing perspective, Targeting and positioning of the product. Product pricing.

Week 11-12:
Marketing communication - traditional and modern tools of the communication.

Week 13:
Marketing plan project presentation and feedback.

Exercise

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.