Title:

Rudiments of Marketing

Code:IZMA
Ac.Year:2010/2011
Term:Summer
Curriculums:
ProgrammeBranchYearDuty
IT-BC-3BIT-Elective
Language:Czech
Credits:5
Completion:accreditation+exam (written)
Type of
instruction:
Hour/semLecturesSem. ExercisesLab. exercisesComp. exercisesOther
Hours:26130013
 ExaminationTestsExercisesLaboratoriesOther
Points:1000000
Guarantee:Chalupský Vladimír, doc. Ing., CSc., MBA, IM
Lecturer:Kaňovská Lucie, Ing., Ph.D., FBM
Instructor:Novák Petr, Ing., Ph.D., FBM
Faculty:Faculty of Business and Management BUT
Department:Institute of Management FBM BUT
 
Learning objectives:
  The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.
Description:
  Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.
Knowledge and skills required for the course:
  No prerequisity knowledge is called for.
Learning outcomes and competences:
  How to do marketing.
Syllabus of lectures:
 Rudiment knowledge in the marketing area.
Syllabus of numerical exercises:
 Rudiment knowledge in the marketing area.
Fundamental literature:
 
  • ALSBURY, A., JAY R.: MARKETING TO NEJLEPŠÍ Z PRAXE. PRAHA, COMPUTER PRESS, 2002 (in Czech)
  • BUREŠ, I.: POZIČNÍ STRATEGIE V MARKETINGU. PRAHA, MANAGEMENT PRESS, 1998 (in Czech)
  • COOPER, J., LANE, P.: MARKETINGOVÉ PLÁNOVÁNÍ. PRAHA, GRADA, 1999 (in Czech)
  • DUFEK, J.: MARKETING - CESTA K ÚSPĚCHU FIRMY. BRNO, CATHY, 1997 (in Czech)
  • FORET, M.: JAK KOMUNIKOVAT SE ZÁKAZNÍKEM. COMPUTER PRESS, 2000 (in Czech)
  • FOSTER, T.R.V.: JAK ZÍSKAT A UDRŽET ZÁKAZNÍKY. COMPUTER PRESS, 2002 (in Czech)
Study literature:
 
  • ALSBURY, A., JAY R.: MARKETING TO NEJLEPŠÍ Z PRAXE. PRAHA, COMPUTER PRESS, 2002 (in Czech)
  • BUREŠ, I.: POZIČNÍ STRATEGIE V MARKETINGU. PRAHA, MANAGEMENT PRESS, 1998 (in Czech)
  • COOPER, J., LANE, P.: MARKETINGOVÉ PLÁNOVÁNÍ. PRAHA, GRADA, 1999 (in Czech)
  • DUFEK, J.: MARKETING - CESTA K ÚSPĚCHU FIRMY. BRNO, CATHY, 1997 (in Czech)
  • FORET, M.: JAK KOMUNIKOVAT SE ZÁKAZNÍKEM. COMPUTER PRESS, 2000 (in Czech)
  • FOSTER, T.R.V.: JAK ZÍSKAT A UDRŽET ZÁKAZNÍKY. COMPUTER PRESS, 2002 (in Czech)
Controlled instruction:
  Attendance at practice and homework.
Exam prerequisites:
  Attendance at practice and homework.