Course detail

Marketing

FIT-MARAcad. 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 strategic 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

  • KOTLER, P.: Marketing podle Kotlera. Praha: Management Press, 2000. 258 s. ISBN 80-7261-010-4
  • MALLYA, T.: Základy strategického řízení a rozhodování. Praha: Grada, 2007. ISBN 978-80-247-1911-5

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Výuka není kontrolována.

Language of instruction

Czech

Work placements

Not applicable.

Course curriculum

    Syllabus of lectures:
    1. Marketing in the overall managerial activities context
    2. General conditions for effective marketing utilization
    3. Market segmentation
    4. Marketing mix elements
    5. Marketing research
    6. Marketing strategy
    7. Contemporary trends in marketing

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

Attendance of students in class is governed by the valid study code.

Classification of course in study plans

  • Programme IT-MGR-2 Master's

    branch MBI , any year of study, summer semester, 5 credits, elective
    branch MPV , any year of study, summer semester, 5 credits, elective
    branch MGM , any year of study, summer semester, 5 credits, elective
    branch MSK , any year of study, summer semester, 5 credits, elective
    branch MIS , any year of study, summer semester, 5 credits, elective
    branch MBS , any year of study, summer semester, 5 credits, elective
    branch MIN , any year of study, summer semester, 5 credits, elective
    branch MMM , any year of study, summer semester, 5 credits, elective
    branch MMI , 1. year of study, summer semester, 5 credits, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Syllabus


  1. Marketing in the overall managerial activities context
  2. General conditions for effective marketing utilization
  3. Market segmentation
  4. Marketing mix elements
  5. Marketing research
  6. Marketing strategy
  7. Contemporary trends in marketing

Fundamentals seminar

26 hours, optionally

Teacher / Lecturer

eLearning