Course syllabus MAR - Marketing I (FBE - SS 2016/2017)


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Course code:
MAR
Course title in Czech: Marketing I
Course title in English: Marketing I
Semester:
SS 2016/2017
Mode of completion and number of credits: Exam (5 credits)
Mode of delivery and timetabled classes:
full-time, 2/1 (hours of lectures per week / hours of seminars per week)
Level of course:
bachelor
Course type: required
Type of delivery: usual, consulting
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction:
Czech
Course supervisor:
Course supervising department: Department of Marketing and Trade (FBE)
Faculty:
Teachers: Ing. Tomáš Cinciala (examiner, instructor)
Ing. Denis Drexler, Ph.D. (examiner, instructor, tutor)
doc. Ing. Lea Kubíčková, Ph.D. (tutor)
Ing. Martina Procházková, Ph.D. (examiner, lecturer, tutor)
Ing. Filip Rivola (examiner, instructor)
Ing. Šárka Stojarová, Ph.D. (examiner, instructor, tutor)
doc. Ing. Jana Turčínková, Ph.D. (lecturer, supervisor, tutor)
Prerequisites:
Business Economics I and to study at faculty Personal Finance
 
Timetable in this semester:
-- item not defined --
 
Aim of the course and learning outcomes:
The objective of this course is to teach students the foundamentals of marketing, the logical structure and interdependence of marketing planning and marketing management. The course will provide students with knowhow that can be applied in their future practice. An important part of the course is the methodological base of marketing as a science, the course provides necessary professional basis for further marketing courses, deepening and widening the field.
 
Course content:
1.
Understanding the market (allowance 6/2)
 
a.Definitions of basic marketing terminology
b.
Man as a consumer
c.
Marketing environment, fundamentals of marketing reserach, marketing information system
d.Market competition

2.
Market segmentation (allowance 2/2)
 
a.
Segmentation process, segmentation criteria
b.
Targetting
c.
Positioning

3.
Marketing mix (allowance 12/5)
 
a.
Basic and extended marketing mix, consumer mix and marketing strategies
b.
Product
c.Price
d.
Place
e.Promotion
f.
People

4.
Marketing planning, the role of marketing in an organization (allowance 2/3)
 
a.
Marketing plan
b.
Relationship of marketing to other activities in an organization

5.
Consumer rights (allowance 2/0)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
lecture
56 h
practice14 h
consultation
2 h
preparation for exam
25 h
preparation for regular assessment
10 h
preparation for regular testing
11 h
preparation of presentation
3 h
elaboration and execution of projects
14 h
writing of seminar paper
5 h
Total
140 h
 
Assessment methods:
To earn a credit, students must submit and present a group project, take 2 seminar tests and collection of questionnaires. The student must collect min. 60 points out of 100. The final written exam consists of two parts: 1st part where the necessary gain is min 25 points of 50 and 2nd part with an open question with a case study. The final grade is based on points collected in seminars (weight = 0.4) and points obtained in examination test (0.6), then it is adjusted based on results of the case study.
 
Assessment criteria ratio:
Requirement type
Daily attendance
Total
0 %
 
Recomended reading and other learning resources:
Basic:
KOTLER, P. -- KELLER, K L. Marketing management. 14th ed. Boston: Pearson Education, 2012. 1 p. ISBN 978-0-273-75336-0.
MCDONALD, M. et al. Marketingový plán: příprava a úspěšná realizace. 1st ed. Brno: BizBooks, 2012. 575 p. ISBN 978-80-265-0014-8.

Recommended:
KOTLER, P. et al. Moderní marketing: 4. evropské vydání. 1st ed. Praha: Grada, 2007. 1041 p. ISBN 978-80-247-1545-2.
JEANNET, J. et al. Proč už neplatí tradiční marketing. 1st ed. Brno: Computer Press, 171 p. ISBN 978-80-251-1536-7.
ZYMAN, S. Konec marketingu, jak jsme jej dosud znali. 1st ed. Praha: Management Press, 2005. 214 p. Knihovna světového managementu. ISBN 80-7261-134-8.
KURTZ, D L. CONTEMPORARY MARKETING. Manson USA: Cengage Learning, 2012. 784 p. ISBN 978-1-133-62846-0.

Course listed in study plans for this semester:
Field of study B-EPA-F Finances, full-time form, initial period WS 2015/2016
Field of study B-EPA-PA Public administration, full-time form, initial period WS 2015/2016
Field of study B-SE-EI Economic informatics, full-time form, initial period WS 2016/2017
 
Course listed in previous semesters: SS 2019/2020, WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018 (and older)
Teaching place:
Brno


Last modification made by Ing. Jiří Gruber on 11/28/2016.

Type of output: