Course detail

Marketing

FSI-HMRAcad. year: 2017/2018

The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.

Learning outcomes of the course unit

Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.

Prerequisites

Knowledge of basic economic terms.

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0. (CS)
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460
CHLEBOVSKÝ, V. MARKETING PRO B-2- B TRHY. BRNO: AKADEMICKÉ NAKLADATELSTVÍ CERM, S.R.O. BRNO, 2010. ISBN: 978-80-214-4129- 3.
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460. (EN)

Planned learning activities and teaching methods

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Assesment methods and criteria linked to learning outcomes

Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.

Language of instruction

Czech

Work placements

Not applicable.

Course curriculum

Introduction to marketing management
Conditions for marketing utilization in a company´s management
Marketing management tools
Examples of "best practices" of marketing management

Aims

The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.

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

Two written tests in the course of the semester, working out a seminar project.

Classification of course in study plans

  • Programme M2I-P Master's

    branch M-SLE , 1. year of study, summer semester, 4 credits, optional (voluntary)
    branch M-STM , 1. year of study, summer semester, 5 credits, compulsory
    branch M-STM , 1. year of study, summer semester, 5 credits, compulsory
    branch M-VAS , 1. year of study, summer semester, 5 credits, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Syllabus

1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy

seminars

26 hours, optionally

Teacher / Lecturer

Syllabus

1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising