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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Myslivcová Světlana, Ing. Ph.D.
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Ungerman Otakar, doc. Ing. Ph.D.
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Course content
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Lectures: 1. Introduction to marketing, the importance of marketing, guiding principles and basic concepts of marketing. 2. The concept of the market and its division, market segmentation, the benefits of segmentation, segmentation conditions 3. Tools of marketing mix, ingredients and their description, the product. 4. Product - product life cycles, new product development process - individual stages. 5. Pricing - the importance of an affiliate marketer, price targets, the process of pricing, pricing methods. 6. Distribution, distribution channels for consumer and industrial products. 7. Marketing communication - its forms: advertising, sales promotion, public relations, direct marketing, personal selling, and tools used in different forms. 8. Strategic planning, types of planning, the content of a marketing plan. 9. Data acquisition for marketing resolutions, secondary and primary sources. 10. Customer behaviour, the factors influencing the customer, the customer´s decision-making process. 11. Marketing environment and its influence on the company's activities, the effects of micro- and macro- environment. 12.The role of marketing in the company - organizational division of marketing departments 13. New trends in marketing. 14. Specifics of marketing applications in the non-profit sector Seminars: 1. Introduction, instructions for exercises, course credit conditions, presentation and seminar work topics assignment. 2. Segmentation of the market, profiling, case study. 3. Introduction to the marketing mix, the importance of the brand, packaging of a product, brainstorming. 4. Product life cycle, case study. 5. Pricing methods, examples. 6. Distribution - characteristics of the sales network in the Czech Republic, franchising. 7. Communication with customers, analysis of advertising messages, examples. 8. Strategic planning, BCG matrix, ""4P"" in various sectors. 9. Market research, composing questionnaires, data collection methods. 10. The role of a marketing department in a company, case study. 11. Customer behaviour, the principles of successful business negotiation, environmental influences on enterprise, test. 12. Semestral work defence. 13. Semestral work defence, course credits.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming), Self-study (text study, reading, problematic tasks, practical tasks, experiments, research, written assignments)
- Class attendance
- 56 hours per semester
- Preparation for exam
- 20 hours per semester
- Home preparation for classes
- 20 hours per semester
- Preparation for credit
- 15 hours per semester
- Semestral paper
- 20 hours per semester
- Presentation preparation (report)
- 10 hours per semester
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Learning outcomes
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Students are introduced to the basics of marketing philosophy. More detailed knowledge of the elements of the marketing mix is gained: the product, price, distribution and promotion activities of the marketing department.
Students obtain knowledge in given course in accordance with requirements and course programme.
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Prerequisites
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Economic knowledge and completion of Business Theory
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Assessment methods and criteria
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Written exam
Attendance at seminars must not be less than 80%. Seminar work of a minimum of 8 pages. Written Credit Test with a success rate of at least 60%. Examination: written, with a success rate of at least 65%.
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Recommended literature
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Foret,M. Marketing pro začátečníky. Brno, 2008. ISBN 978-80-251-1942-6.
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Kotler,P.:. Marketing management. Grada, Praha, 1998. ISBN 80-7169-600-5.
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Kotler,p.,K.Keller. Marketing management. Praha, 2013. ISBN 978-80-247-4150-5.
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Scott,D.M. The New Rules of Marketing & PR. Hoboken, 2011. ISBN 978-111-80-2698-4.
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Zamazalová,M. Marketing obchodní firmy. Praha, 2008. ISBN 978-80-247-2049-4.
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