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.
Supervisor
Department
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:
- Marketing in the overall managerial activities context
- General conditions for effective marketing utilization
- Market segmentation
- Marketing mix elements
- Marketing research
- Marketing strategy
- 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
- Marketing in the overall managerial activities context
- General conditions for effective marketing utilization
- Market segmentation
- Marketing mix elements
- Marketing research
- Marketing strategy
- Contemporary trends in marketing