Course detail
Marketing
FSI-HMRAcad. year: 2019/2020
The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.
Supervisor
Learning outcomes of the course unit
Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.
Prerequisites
Knowledge of basic economic terms.
Co-requisites
Not applicable.
Recommended optional programme components
Not applicable.
Recommended or required reading
KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0. (CS)
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460
CHLEBOVSKÝ, V. MARKETING PRO B-2- B TRHY. BRNO: AKADEMICKÉ NAKLADATELSTVÍ CERM, S.R.O. BRNO, 2010. ISBN: 978-80-214-4129- 3.
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460. (EN)
Planned learning activities and teaching methods
The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.
Assesment methods and criteria linked to learning outcomes
Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.
Language of instruction
Czech
Work placements
Not applicable.
Aims
The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.
Specification of controlled education, way of implementation and compensation for absences
Two written tests in the course of the semester, working out a seminar project.
Classification of course in study plans
- Programme IT-MGR-2 Master's
branch MBI , any year of study, summer semester, 5 credits, optional
branch MPV , any year of study, summer semester, 5 credits, optional
branch MGM , any year of study, summer semester, 5 credits, optional
branch MSK , any year of study, summer semester, 5 credits, optional
branch MIS , any year of study, summer semester, 5 credits, optional
branch MBS , any year of study, summer semester, 5 credits, optional
branch MIN , any year of study, summer semester, 5 credits, optional
branch MMM , any year of study, summer semester, 5 credits, optional
branch MMI , 1. year of study, summer semester, 5 credits, compulsory - Programme M2I-P Master's
branch M-SLE , 1. year of study, summer semester, 5 credits, optional (voluntary)
branch M-STM , 1. year of study, summer semester, 5 credits, compulsory
branch M-STM , 1. year of study, summer semester, 5 credits, compulsory
branch M-VAS , 1. year of study, summer semester, 5 credits, compulsory
Type of course unit
Lecture
26 hours, optionally
Teacher / Lecturer
Syllabus
1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy
seminars
26 hours, optionally
Teacher / Lecturer
Syllabus
1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising
eLearning
eLearning: opened course