Course detail

Rudiments of Marketing

FIT-IZMAAcad. year: 2018/2019

Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

How to do marketing.

Prerequisites

No prerequisity knowledge is called for.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Attendance at practice and homework.

Course curriculum

Not applicable.

Work placements

Not applicable.

Aims

The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.

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

Attendance at practice and homework.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Not applicable.

Recommended reading

Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. (in Czech)
Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. (in Czech)
Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. (in Czech)
Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. (in Czech)
Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
KAŇOVSKÁ, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. (in Czech)
Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. (in Czech)
Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003. (in Czech)
Two study materials in PDF that are available for download on this course card.
Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).

Classification of course in study plans

  • Programme IT-BC-3 Bachelor's

    branch BIT , 2 year of study, summer semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Lecture of a specialist from practise.
  7. Marketing mix - Distribution.
  8. Marketing mix - Price.
  9. Lecture of a practitioner.
  10. Marketing mix - Communication mix I.
  11. Marketing mix - Communication mix II.
  12. Current trends in marketing.
  13. Lecture of a specialist from practise.

Fundamentals seminar

26 hod., compulsory

Teacher / Lecturer

Ing. Petr Novák, Ph.D.
doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Marketing mix - Distribution.
  7. Marketing mix - Price.
  8. Retail trail.
  9. Marketing mix - Communication mix I.
  10. Marketing mix - Communication mix II.
  11. Test. Presentation of successful marketing companies.
  12. Presentation of students.
  13. Presentation of students. Credit.

Project

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.
Ing. Petr Novák, Ph.D.