Course detail

Marketing 2

FAST-CV077Acad. year: 2020/2021

The subject focuses on enhancing knowledge in the field of marketing processes and their practical application in business. Emphasis will be put on systematic processing approach to marketing. Attention will be paid to selected fields with the emphasis on successful use of marketing management. The main fields will be marketing research, six sigma marketing and additional fields of practical application of marketing tools.

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Students will obtain knowledge of specific marketing approaches for practical application in civil engineering. Students will be able to solve the problems and decision-making tasks using application software in the field of marketing research, six sigma marketing and marketing management.

Prerequisites

The knowledge of the economics of construction enterprises.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Not applicable.

Course curriculum

1. Marketing Research 1 – Marketing Research Methodology
2. Marketing Research 2 – Methods and Techniques of Marketing Research
3. Marketing Research 3 – Marketing Research Application
4. – 5. Application Software – Data Processing (SPSS, CRM)
6. Introduction to Six Sigma Marketing Process
7. – 8. Six sigma marketing scorecards – marketing performance measurement
9. Six Sigma in Strategic Marketing Processes
10 – 11. QFD in Marketing Area
12. Six Sigma in Tactical Marketing Processes
13. Six Sigma in Operational Marketing Processes

Work placements

Not applicable.

Aims

The main aim is to furnish students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the emphasis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

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

Extent and forms are specified by guarantor’s regulation updated for every academic year.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Not applicable.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme N-P-C-SI Master's

    branch N , 1 year of study, summer semester, compulsory-optional

  • Programme N-K-C-SI Master's

    branch N , 1 year of study, summer semester, compulsory-optional

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

1. Marketing Research 1 – Marketing Research Methodology 2. Marketing Research 2 – Methods and Techniques of Marketing Research 3. Marketing Research 3 – Marketing Research Application 4. – 5. Application Software – Data Processing (SPSS, CRM) 6. Introduction to Six Sigma Marketing Process 7. – 8. Six sigma marketing scorecards – marketing performance measurement 9. Six Sigma in Strategic Marketing Processes 10 – 11. QFD in Marketing Area 12. Six Sigma in Tactical Marketing Processes 13. Six Sigma in Operational Marketing Processes

Exercise

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA