Course detail

Marketing

ÚSI-REMARAcad. year: 2023/2024

The marketing approach to business is essential for the long-term prosperity of a firm in a market environment. Management staff with a deep understanding of the theory and application of marketing principles thus constitute one of the pillars of a successful company. The content of the course is focused on important aspects of marketing theory and practice connected with the preparation and execution of marketing strategies (e.g. the analysis of the market position of a firm, the analysis of customers and their segmentation, targeting and positioning, the elements of the marketing mix, etc.).

Language of instruction

Czech

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Faculty of Business and Management (FP)

Entry knowledge

Not requested.

Rules for evaluation and completion of the course

The assessment of students’ knowledge is based both on continuous assessment (written test, case study solution, assignment preparation and presentation) as well as on the final written test. The minimum mark needed to pass the final written test is 25 points out of theoretical maximum of 50 points: students can obtain a maximum of 30 points for the preparation and presentation of assignments, a maximum of 10 points for written texts throughout the semester, and another 10 points based on the continuous assessment of activities. The final grade will reflect all of the above-mentioned parts, with the overall assessment being calculated as a sum of the points gained through continual assessment and the written test.
Not applicable.

Aims

The goal of this subject is to provide students with knowledge from the field of marketing, with a special focus on B2B (industrial marketing). This orientation is beneficial to students’ knowledge and experience for a range of reasons - it dovetails well with the overall focus of study and mixed educational background of participants (the degree course is multidisciplinary in nature, and students from many BUT faculties take it). The course content is based on current theoretical knowledge and its critical interpretation and comparison with real market conditions in both the Czech Republic and the EU. Course participants will gain the knowledge and skills they need for the comprehensive identification and critical analysis of potential risk in this area, and for the implementation of marketing policies in companies and institutions.
The course will deepen the knowledge and skills students need to understand the role of marketing in the management of a company. This includes the importance of understanding one’s customers (the analysis of their wants and needs, the decision-making process they employ, factors influencing their buying behaviour...). Students will also gain an understanding of analytical tools and methods for the analysis of customer´s needs and wants and an understanding of how elements of the marketing mix are utilised in the long-term development of a company.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, P. Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
CHLEBOVSKÝ, V. Management zákaznických řešení, Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Manažer. Manažer. Praha: Grada Publishing, a.s., 2017. 128 s. ISBN: 978-80-271-0559- 5. (CS)
STORBACKA, K. - LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.

Recommended reading

BUREŠ, I. Marketingově řízená firma, Praha, Management Press, 1992. 101 s. ISBN 80-85603-24-1.
SCULLEY, J. - BYRNE, J. A. Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.

eLearning

eLearning: currently opened course

Classification of course in study plans

  • Programme RRTES_P Master's

    specialization RRES , 2. year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

1. Introduction and definition of the subject "Marketing"
2. Introduction to basic terms from the area of marketing
3. Introduction to basic terms and rules for the creation of marketing plans
4. Examples of the application of marketing plans
5. Introduction to marketing management tools – marketing mix
6. Introduction to marketing management tools – marketing mix
7. Introduction to marketing management tools – marketing mix
8. Market research methods I
9. Market research methods II
10. Specifics of industrial marketing I
11. Specifics of industrial marketing II
12. Introduction to international marketing issues
13. Summary and conclusion

Exercise

13 hours, compulsory

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

eLearning

eLearning: currently opened course