Course detail
Marketing Application
FP-maPAcad. year: 2020/2021
The subject focuses on enhancing knowledge of marketing processes and their practical application in business. Emphasis will be put both on a systematic processing approach and on applying creative tools in marketing. Attention will be also paid to selected fields with the emphasis on successful use of marketing management. The main fields will be creativity, marketing research, six sigma marketing and additional fields of practical application of marketing tools.
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
Lectures
The attendance is not mandatory.
Tutorials:
The attendance is mandatory. Students can have max. 3 absences.
Students can get to 10 points in tutorials for the count examples.
Students will work out the team projects and they can get max. 50 points for that.
The credit will be given on the basis of a written paper containing one example and two open questions. 50 points is the minimum score that a student has to obtain.
Course curriculum
Marketing Research 1 – Marketing Research Methodology
Marketing Research 2 - Methods and Techniques of Marketing Research
Digital marketing – data analysis
Digital marketing - marketing communication tools; PPC advertising campaingn (Google Adwords)
Digital marketing - the evaluation of advertising campaign performance and their adjusment (Google Adwords, Facebook)
Introduction to Six Sigma Marketing Process
Six Sigma Marketing In Strategic Processes
QFD In Marketing Area – Optimization of Product Attributes
Segmentation, Targeting, Positioning
Application Software Marketing Decision - Segmentation
Six Sigma Marketing in Tactical Processes
Marketing Techniques of Price Optimization
Marketing Techniques of Marketing Communication
Six Sigma Marketing in Operational Processes
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
KOZEL, R. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha: Grada Publishing a.s., 2006. ISBN 80-247-0966-X. (CS)
Recommended reading
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)
PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. 1.vyd. Praha, Grada 1996. 238s. ISBN 80-7169-2999-0. (CS)
Elearning
Classification of course in study plans
- Programme MGR Master's
branch MGR-ŘEP , 2 year of study, winter semester, compulsory-optional
branch MGR-PFO , 2 year of study, winter semester, elective
branch MGR-UFRP-D , 2 year of study, winter semester, elective
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
Marketing Research 1 – Marketing Research Methodology
Marketing Research 2 - Methods and Techniques of Marketing Research
Digital marketing – data analysis
Digital marketing - marketing communication tools; PPC advertising campaingn (Google Adwords)
Digital marketing - the evaluation of advertising campaign performance and their adjusment (Google Adwords, Facebook)
Introduction to Six Sigma Marketing Process
Six Sigma Marketing In Strategic Processes
QFD In Marketing Area – Optimization of Product Attributes
Segmentation, Targeting, Positioning
Application Software Marketing Decision - Segmentation
Six Sigma Marketing in Tactical Processes
Marketing Techniques of Price Optimization
Marketing Techniques of Marketing Communication
Six Sigma Marketing in Operational Processes
Exercise
Teacher / Lecturer
Syllabus
5-8 Marketing Research - Data processing, problem solving (interval variables)
9-14 Digital marketing - PPC advertising campaign, Google Analytics, Google Adwords, Facebook
15-18 Market segmentation - factor and cluster analysis using SPSS applications
19-22 Solving examples of marketing management in the application software (CRM and SPSS)
23-26 Presentation of student team-work ouputs - new approaches and tools in marketing application
Elearning