Course detail

Industry Marketing

FP-SpmPAcad. 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

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

Studying in this module should contribute to the development of the following skills:
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication. 

Prerequisites

The subject knowledge on the Bachelor´s degree level is requested. 

Co-requisites

Not applicable.

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 course ends with credit and an exam.

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 factors
Marketing analysis and the effects of internal factors
Product as added value for the customer, context analysis portfolio
Basics of marketing research and its use in marketing
Market segmentation, targeting and positioning
Price formation, price sensitivity
Distribution and its forms
Marketing communication – traditional forms
Marketing communications - digital and online
Customer Relationship Management and relationship marketing
Industry trends

Work placements

Not applicable.

Aims

Obtaining a considerable scale of information from marketing area, with strong emphasis to contemporary marketing approaches. Examples of successfull apprication of marketing philosophy are given. The course covers a broad spectrum of both theoretical approaches and practical examples. 

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

Not applicable.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

CHLEBOVSKÝ, V. Marketing pro B-2-B trhy. Brno: AKADEMICKÉ NAKLADATELSTVÍ CERM, s.r.o. Brno, 2010. ISBN: 978-80-214-4129- 3.
JAKUBÍKOVÁ D., STRATEGICKÝ MARKETING – STRATEGIE A TRENDY, 2008, PRAHA: GRADA PUBLISHING, ISBN: 978-80-247-2690-8.
KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0.
KOTLER, P.: MARKETING MANAGEMENT, 12TH EDITION, NEW JERSEY 2011.

Recommended reading

Not applicable.

Elearning

eLearning: currently opened course

Classification of course in study plans

  • Programme MGR-SRP Master's 1 year of study, summer semester, elective
  • Programme MPC-EVM Master's 1 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)

Fundamentals seminar

26 hod., compulsory

Teacher / Lecturer

Ing. Jakub Ulč

Syllabus

Introduction to subject, program of lectures and practices, rules of credit, seminary assignments
Bases of marketing
Assessment of market volume and market share.
Test No. 1 - Package
Analysis of assortment cross
Case study - introduction of product to market
Portfolio analysis
Test No. 2 -- Test of Price Sensibility
Presentation of seminary assignment results
Distribution
Support of sale, sale places
Case study - Telemarketing

Elearning

eLearning: currently opened course