FP-BMAREAcad. year: 2019/2020
A marketing approach to business is a prerequisite for ensuring the long-term prosperity of firms in the market economy. Knowledge and application of marketing is one of the pillars of a successful company.
The subject of the subject is to clarify and to use the practices of marketing practice based on current theoretical assumptions.
The course is in an interactive form in which the students gradually process a specific marketing project for the selected company. Within the part-time part of the course, the preparation of the projects will be presented and discussed in successive steps. In addition to the full-time part of the course, students will work independently on projects.
Learning outcomes of the course unit
The course develops the knowledge and skills needed to understand the place and importance of marketing for business, especially in small businesses. In particular, it is important to understand the importance of the customer (knowledge of his / her needs and wishes, decision making, factors influencing his / her purchasing behavior ...), acquainting with methods of analyzing their needs and expectations, clarifying the principles of using marketing management tools to ensure long-term corporate development .
Basic knowledge of marketing terms and principles
Recommended optional programme components
Recommended or required reading
Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press. (EN)
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694. (EN)
KOTLER, P. and KELLER, K., 2011. Marketing management 14th edition. Prentice Hall. (EN)
Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)
Planned learning activities and teaching methods
The course is in the form of a step-by-step practical guide to creating marketing plans and their implementation. It consists in part of the teacher's interpretation, part of the case studies and part of the consultation of the marketing plans.
Assesment methods and criteria linked to learning outcomes
Assessment of the subject is based on the following pillars:
- active participation at the seminars (10%)
- Developing a marketing plan in accordance with the methodology (30%)
- presentation of the prepared plan (10%)
- additional team project and its presentation (15%)
- A test aimed at verifying a systematic and methodically correct approach to solving practical marketing tasks (35%)
Language of instruction
The basic time frame of the course is as follows:
Basic concept of marketing - approaches to entrepreneurship (entrepreneurial philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Marketing specifics in various fields of business
Marketing analyzes and influences (external and internal) on marketing strategies
Practical instructions for the use of analytical methods in SLEPT marketing, Porter analysis, Portfolio analysis, Assortment Cross Analysis, SWOT.
Fundamentals of marketing research as a tool for identifying customer needs, gaining feedback on their satisfaction, competition information, market trends in the monitored markets.
Specifics of individual markets and their segmentation. Specifics of consumer markets, consumer behavior in consumer markets. Specifics of organizations' markets (industrial markets), consumer behavior in industrial markets. Market segmentation, targeting, and market positioning. Segment types and possible segmentation criteria and steps.
Preparation and creation of product offer for individual market segments. Targeting and Positioning Products for Target Market Segments.
Marketing concepts and pricing practices. Possibilities of distributing products in different markets.
Marketing comunication. Traditional forms of communication, online communication, communication through social media.
Image and image marketing
Presentation and opponent evaluation of prepared projects, consultations on possible alternatives to prepared plans.
Learning outcomes of the course unit The aim of the course is to provide students with knowledge of marketing and lead them to practical use of marketing principles in business.
Specification of controlled education, way of implementation and compensation for absences
Students are actively involved in teaching. Inspection according to project milestones.