Course detail

Rudiments of Marketing

FIT-IZMAAcad. year: 2018/2019

Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.

Learning outcomes of the course unit

How to do marketing.

Prerequisites

No prerequisity knowledge is called for.

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

  • Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5. (CS)
  • Kotler, P.: Marketing management. Praha, Management Press, 2001. (CS)
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006. (CS)
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003. (CS)

  • Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5.
  • Kotler, P.: Marketing management. Praha, Management Press, 2001.
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006.
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003.
  • Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005.
  • Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003.
  • Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002.
  • Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5.
  • Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003.
  • Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005.
  • Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Attendance at practice and homework.

Language of instruction

Czech, English

Work placements

Not applicable.

Course curriculum

    Syllabus of lectures:
    Rudiment knowledge in the marketing area.
    Syllabus of numerical exercises:
    Rudiment knowledge in the marketing area.

Aims

The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.

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

Attendance at practice and homework.

Classification of course in study plans

  • Programme IT-BC-3 Bachelor's

    branch BIT , 2. year of study, summer semester, 5 credits, optional

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Syllabus

  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Lecture of a specialist from practise.
  7. Marketing mix - Distribution.
  8. Marketing mix - Price.
  9. Lecture of a practitioner.
  10. Marketing mix - Communication mix I.
  11. Marketing mix - Communication mix II.
  12. Current trends in marketing.
  13. Lecture of a specialist from practise.

Exercise

26 hours, compulsory

Teacher / Lecturer

Syllabus

  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Marketing mix - Distribution.
  7. Marketing mix - Price.
  8. Retail trail.
  9. Marketing mix - Communication mix I.
  10. Marketing mix - Communication mix II.
  11. Test. Presentation of successful marketing companies.
  12. Presentation of students.
  13. Presentation of students. Credit.

Projects

13 hours, compulsory

Teacher / Lecturer

eLearning