Title:

Rudiments of Marketing

Code:IZMA
Ac.Year:2018/2019
Sem:Summer
Curriculums:
ProgrammeField/
Specialization
YearDuty
BIT-2ndElective
IT-BC-3BIT-Elective
IT-BC-3BIT2ndElective
Language of Instruction:Czech
Credits:5
Completion:credit+exam (written)
Type of
instruction:
Hour/semLecturesSeminar
Exercises
Laboratory
Exercises
Computer
Exercises
Other
Hours:26260013
 ExamsTestsExercisesLaboratoriesOther
Points:65150020
Guarantor:Chalupský Vladimír, doc. Ing., CSc., MBA (IM)
Deputy guarantor:Kaňovská Lucie, Ing., Ph.D. (FBM)
Lecturer:Kaňovská Lucie, Ing., Ph.D. (FBM)
Instructor:Kaňovská Lucie, Ing., Ph.D. (FBM)
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 competencies:
  How to do marketing.
Syllabus of lectures:
 
  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Lecture of a specialist from practise.
  7. Marketing mix - Distribution.
  8. Marketing mix - Price.
  9. Lecture of a practitioner.
  10. Marketing mix - Communication mix I.
  11. Marketing mix - Communication mix II.
  12. Current trends in marketing.
  13. Lecture of a specialist from practise.
Syllabus of numerical exercises:
 
  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Marketing mix - Distribution.
  7. Marketing mix - Price.
  8. Retail trail.
  9. Marketing mix - Communication mix I.
  10. Marketing mix - Communication mix II.
  11. Test. Presentation of successful marketing companies.
  12. Presentation of students.
  13. Presentation of students. Credit.
Fundamental literature:
 
  • KAŇOVSKÁ, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
  • Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
  • Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
  • Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. (in Czech)
  • Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. (in Czech)
  • Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. (in Czech)
  • Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. (in Czech)
  • Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. (in Czech)
  • Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. (in Czech)
  • Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003. (in Czech)
Study literature:
 
  • KAŇOVSKÁ, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
  • Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
  • Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
  • Two study materials in PDF that are available for download on this course card.
Controlled instruction:
  Attendance at practice and homework.
Exam prerequisites:
  Attendance at practice and homework.
 

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