Course detail

Marketing Theory

FP-tmkDEAcad. year: 2020/2021

The course focuses on the characteristics of marketing concepts. One area will be the analysis of their historical development - with the impact of these scientific concepts on their practical application in the marketing management of various entities (production and non-production organizations, focusing on products or services). Another area is the critical analysis of contemporary marketing concepts in B2C and B2B, even with the view of critical assessment of their theoretical and practical benefits or barriers. Emphasis will be placed on the understanding of the contexts of various marketing concepts with their links to strategic management issues; specific attention will be given to dominant trends in the field of marketing of services, relationship marketing, CRM or customer solution management.

1. Introduction to the course contents and organization
2. Historical development of scientific marketing theories and their impact on the management of institutions
3. Marketing research processes - specification of problem areas and possibilities of their addressing from the methodological and practical perspective
4. Selected contemporary marketing concepts from B2C and B2B
· impacts of marketing specifics in the area of products and services into theoretical marketing concepts
· impacts of the specifics of different markets and their projection into theoretical marketing concepts
· relationships marketing
· CRM
· management of customer solutions

Learning outcomes of the course unit

Not applicable.

Prerequisites

Not applicable.

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

The evaluation is based on the assessment of the level of the written term paper; in assigning the topic of the paper, the dissertation topic will be taken into account. The precondition for the successful completion of the study is also a successful “defence” of the written term paper; the classification is based on the assessment of the content and of the formal aspects of the written term work (50 points), as well as on the assessment of the argumentation skills and knowledge during the “defence” of the written term work (50 points). The threshold for passing the examination is at least 35 points in each of these parts.

Language of instruction

English

Work placements

Not applicable.

Course curriculum

The course focuses on the characteristics of marketing concepts. One area will be the analysis of their historical development - with the impact of these scientific concepts on their practical application in the marketing management of various entities (production and non-production organizations, focusing on products or services). Another area is the critical analysis of contemporary marketing concepts in B2C and B2B, even with the view of critical assessment of their theoretical and practical benefits or barriers. Emphasis will be placed on the understanding of the contexts of various marketing concepts with their links to strategic management issues; specific attention will be given to dominant trends in the field of marketing of services, relationship marketing, CRM or customer solution management.

1. Introduction to the course contents and organization
2. Historical development of scientific marketing theories and their impact on the management of institutions
3. Marketing research processes - specification of problem areas and possibilities of their addressing from the methodological and practical perspective
4. Selected contemporary marketing concepts from B2C and B2B
· impacts of marketing specifics in the area of products and services into theoretical marketing concepts
· impacts of the specifics of different markets and their projection into theoretical marketing concepts
· relationships marketing
· CRM
· management of customer solutions

The course objective is to acquaint students with contemporary scientific concepts of marketing, especially with the focus on the acquisition, processing, interpretation and utilization of marketing data, marketing issues in the area of services, customer solution management and CRM, both in the consumer and industrial market. In addition to getting to know these concepts, the goal is also to provide students with the opportunity to critically analyse these concepts and to contribute to the development of their ability to use this knowledge in their scientific work in formulating the basics and elaborating the dissertations themselves.

Aims

The course objective is to acquaint students with contemporary scientific concepts of marketing, especially with the focus on the acquisition, processing, interpretation and utilization of marketing data, marketing issues in the area of services, customer solution management and CRM, both in the consumer and industrial market. In addition to getting to know these concepts, the goal is also to provide students with the opportunity to critically analyse these concepts and to contribute to the development of their ability to use this knowledge in their scientific work in formulating the basics and elaborating the dissertations themselves.

Classification of course in study plans

  • Programme DSP-CME Doctoral, 2. year of study, summer semester, 0 credits, compulsory-optional
  • Programme DSP-CME-KS Doctoral, 2. year of study, winter semester, 0 credits, compulsory-optional
  • Programme DSP-CME Doctoral, 2. year of study, winter semester, 0 credits, compulsory-optional
  • Programme DSP-CME-KS Doctoral, 2. year of study, summer semester, 0 credits, compulsory-optional

Type of course unit

 

Guided consultation in combined form of studies

10 hours, optionally

Teacher / Lecturer

Guided consultation

10 hours, optionally

Teacher / Lecturer