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.

Supervisor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

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, 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

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 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