FEKT-MPC-MKGAcad. year: 2020/2021
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.
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.
The subject knowledge on the Bachelor´s degree level is requested.
Recommended optional programme components
Recommended or required reading
BUREŠ, I.: Poziční strategie v marketingu. Praha. Management press 1998
FREEMANTLE, D.: Bezkonkurenční služby zákazníkům. Praha, Manageent press, 1996
GLANZ, B.: Jak získat věrné zákazníky. Praha, Grada Publishing, 1996
CHALUPSKÝ, V.: Kapitoly z marketingu. VUT Brno, 1994
JANEČKOVÁ, L.: Marketing služeb. Slezská Universita, Karvin 1996
KOTLER, P.: Marketing management. Praha, Victoria Publishing, 1992
KOTLER, P.: Marketing podle Kotlera. Praha, Management Press, 2000
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
Credit, final test.
Language of instruction
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
Contemporary trends in marketing (CRM, e-commerce, ...)
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
Obligatory participation in teaching.