Course detail

Rudiments of Marketing

FIT-IZMAAcad. year: 2019/2020

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 prerequisite 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, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
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.

Aims

Marketing approach is an inevitable prerequisite for long-term development of a firm in a market environment. Knowledge and deep understanding of marketing principles thus create one of the pillars of a successful firm. The content of the course "Marketing" is focused on many important aspects of marketing, connected with the analysis of market position of a firm, with the customer analysis and their segmentation, with the marketing mix elements etc.

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


Assessment Components:

1. Class Participation 
Lectures and seminars are not obligatory to visit, students can get 2 points for each seminar (max. 10 points for semester).
2.  Students will write a test during the semester (max. 15 points).
3. Team project (10 points).

Total is 35 points. Students must achieve at least 20 points from 35 possible points. 

After passing the above-mentioned three parts (participation, individual assignment and group project), students can pass the final exam, which is in written form. 

Exam 65 points
Total is 100 points

Classification of course in study plans

  • Programme BIT Bachelor's, 2. year of study, summer semester, 5 credits, optional

  • 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. General considerations for marketing utilization in our conditions
2. Marketing mix - the understanding of "classical" vs. "extended" marketing mix ce, place, promotion)
3. Product - marketing approach to products, management of product portfolio
4. Product - brand, branding
5. Price - the role of price in marketing mix, factors influencing the pricing
6. Price - the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis
7. Distribution - the role of distribution in marketing mix, the distribution channels selection
8. Communication - the communication mix elements, advertising, sales support
9. Communication - personal sales, Public relations
10. Current trends in company communication 
11. Marketing research - primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research
12.Current trends in marketing
13. Current trends in marketing

Fundamentals seminar

26 hours, compulsory

Teacher / Lecturer

Syllabus


1. General considerations for marketing utilization in our conditions
2. Marketing mix - the understanding of "classical" vs. "extended" marketing mix ce, place, promotion)
3. Product - marketing approach to products, management of product portfolio
4. Product - brand, branding
5. Price - the role of price in marketing mix, factors influencing the pricing
6. Price - the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis
7. Distribution - the role of distribution in marketing mix, the distribution channels selection
8. Communication - the communication mix elements, advertising, sales support
9. Communication - personal sales, Public relations
10. Current trends in company communication 
11. Marketing research - primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research
12.Presentation of Team project
13. Current trends in marketing

Project

13 hours, compulsory

Teacher / Lecturer

eLearning