FP-SmapKAcad. year: 2020/2021
The subject focuses on enhancing knowledge of marketing processes and their practical application in strategic business. Emphasis will be put both on a systematic processing approach and on applying creative tools in marketing. Attention will be also paid to selected fields with the emphasis on successful use of strategic marketing management. The main fields will be creativity, marketing research, six sigma marketing and additional fields of practical application of marketing tools.
Learning outcomes of the course unit
Students will obtain knowledge of specific marketing approaches for practical application in business. Students will be able to solve the problems and decision - making tasks with the use of marketing research, six sigma marketing and strategic marketing management.
Average knowledge of marketing concepts and tools on the university level.
Recommended optional programme components
Recommended or required reading
KAUFMAN, Ira; HORTON, Chris. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge, 2014.
BURNS, Alvin C.; BUSH, Ronald F.; SINHA, Nilanjana. Marketing research. Upper Saddle River, NJ: Prentice Hall, 2000.
LILIEN, Gary L.; RANGASWAMY, Arvind; DE BRUYN, Arnaud. Principles of Marketing Engineering and Analytics. DecisionPro, 2017.
Planned learning activities and teaching methods
The course contains lectures that explain basic principles, problems and methodology of the discipline, and exercises that promote the practical knowledge of the subject presented in the lectures. The emphasis is placed on team work. Students will work on team projects focused on application of marketing tools in practice. Coaching will be used as an effective method for a project supervision.
Assesment methods and criteria linked to learning outcomes
Students will be evaluated for the written project (max. 50 points) and oral examination ( colloquium - max. 50 points)
The attendance is not mandatory.
The attendance is mandatory. Students can have max. 3 absences.
Students can get to 10 points in tutorials for the count examples.
Students will work out the team projects and they can get max. 50 points for that.
The credit will be given on the basis of a written paper containing one example and two open questions. 50 points is the minimum score that a student has to obtain.
Language of instruction
1. Marketing Research 1 – Marketing Research Methodology
2. Marketing Research 2 - Methods and Techniques of Marketing Research
3. Digital marketing – data analysis
4. Digital marketing - marketing communication tools; PPC advertising campaign
5. Digital marketing - the evaluation of advertising campaign performance and their adjusment (Facebook, Sklik, Google Ads)
6. Introduction to Six Sigma Marketing Process
7. Six Sigma Marketing In Strategic Processes
8. QFD In Marketing Area – Optimization of Product Attributes
9. Application Software Marketing Decision - Segmentation, Targeting and Positioning (factor and cluster analysis)
10. Six Sigma Marketing in Tactical Processes
11. Marketing Techniques of Price Optimization
12. Marketing Techniques of Marketing Communication
13. Customer Satisfaction, Methods of Customer Satisfaction Analysis
The main aim is to familiarize students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of strategic marketing tools and their practical application in business with the emphasis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.
Specification of controlled education, way of implementation and compensation for absences
It will take the form of questions within individual lectures and computation of examples based on the subject matter.
Classification of course in study plans
- Programme MGR-SRP-KS Master's, 2. year of study, winter semester, 6 credits, compulsory-optional
Type of course unit
Guided consultation in combined form of studies
16 hours, optionally
Teacher / Lecturer