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Course detail
FP-SpmKAcad. year: 2022/2023
Modern conception of marketing, basic presumptions for its application, basis of marketing conception in business and its realization tools. Marketing mix. Marketing company strategy. Marketing features in basic market segments.
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
Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.
Assesment methods and criteria linked to learning outcomes
The overall point assessment in the subject is divided as follows:
Active participation in lectures 10 points, preparation of a team project and its defense 50 points, completion of an e-learning course 30 points and an e-learning test 10 points.
Course curriculum
Introduction, requirements for ongoing work and for the exam.Marketing and its modern concept - basic terms, their definitions, definitions and mutual links.Marketing analysis and influences - external factorsMarketing analysis and the effects of internal factorsProduct as added value for the customer, context analysis portfolioBasics of marketing research and its use in marketingMarket segmentation, targeting and positioningPrice formation, price sensitivityDistribution and its formsMarketing communication – traditional formsMarketing communications - digital and onlineCustomer Relationship Management and relationship marketingIndustry trends
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
Recommended literature
Elearning
Classification of course in study plans
Guided consultation in combined form of studies
Teacher / Lecturer
Syllabus