FP-KmarKAcad. year: 2020/2021
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.
Learning outcomes of the course unit
This course will provide a set o knowledge needed for understanding of the role of marketing in the management process of the firm as well as for the management of specific areas (production, technology, R+D etc.). The important role plays understanding of customers (analysis of their wants and needs, decission-making process, factors influencing their buying behaviour...) for the long-term firm´s development.
Knowledge of basic economic categories.
Recommended optional programme components
Recommended or required reading
KAŇOVSKÁ, Lucie a David Schüller. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
KARLÍČEK, M. Základy marketingu. Praha: Grada, 2013. 256 s.
KOTLER, P.: MARKETING MANAGEMENT. PRAHA, MANAGEMENT PRESS, 816 s., 2013
BOUČKOVÁ, J. A KOL: MARKETING. PRAHA, C.H.BECK, 2003
Planned learning activities and teaching methods
The lecturers describing the main principles, methodology and problems are the main part of teaching methods.
Assesment methods and criteria linked to learning outcomes
The assessment of students’ knowledge is based both on continual assessment (individual project) as well as on the final written test assessment. The final grade will reflect both above mentioned parts.
Language of instruction
1. General considerations for marekting utilization in our conditions
2. Marketing mix elements
3. Marketing utilization in different settings (services, health care, sport etc...)
The goal of the course is to provide students with basic knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.
Specification of controlled education, way of implementation and compensation for absences
The learning process will be evaluated through the written test and the assessment of student's approach during case studies analysis and solving.
Type of course unit
10 hours, optionally
Teacher / Lecturer