Sylabus predmetu MAR - Marketing I (FBE - SS 2019/2020)


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Course code: MAR
Course title in Czech: Marketing I
Course title in English:
Marketing I
Semester: SS 2019/2020
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: Ing. Marek Záboj, Ph.D.
Course supervising department:
Department of Marketing and Trade (FBE)
Faculty:
Teachers:
Ing. Andrea Králiková (instructor)
Ing. Lenka Martišková (instructor)
Ing. Bc. Ondřej Melichar, Ph.D. (examiner, instructor, lecturer)
Ing. Martina Procházková, Ph.D. (examiner, lecturer)
Ing. Michal Pšurný (instructor)
Ing. Šárka Stojarová, Ph.D. (examiner, instructor)
doc. Ing. Jana Turčínková, Ph.D. (examiner, lecturer)
Ing. Marek Záboj, Ph.D. (examiner, instructor, lecturer, supervisor)
Prerequisites:
Business Economics I and to study at faculty Personal Finance
 
Timetable in this semester:
Day
From-till
Room
TeacherEntry
Frequency
Capacity
Tuesday
11.00-11.50
Q38
SeminarEvery week24
Tuesday
12.00-12.50
Q38SeminarEvery week24
Wednesday7.00-7.50Q38O. MelicharSeminar
Every week
24
Wednesday8.00-8.50
Q38
SeminarEvery week24
Thursday9.00-10.50
Q03
Lecture
Every week
170
Friday
7.00-7.50
Q38
Seminar
Every week
24
Friday8.00-8.50
Q38
SeminarEvery week
24
Friday
9.00-9.50
Q38
Seminar
Every week
24
Friday
10.00-10.50Q38
Seminar
Every week
24
 
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 8/4)
 
a.
Introduction to marketing, definitions of basic marketing terminology
b.
Man as a consumer, consumer behavior
c.
Marketing environment and market competition, fundamentals of marketing reserach, marketing information system
d.
Marketing planning, the role of marketing in an organization

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

3.
Marketing mix (allowance 14/7)
 
a.Basic and extended marketing mix, consumer mix and marketing strategies
b.
Product, brand, product lifecycle, marketing of services
c.
Price
d.
Place
e.Promotion, ATL, BTL
f.
People

4.Legal aspects of the goods and services promotion (allowance 2/0)
 
a.Advertising regulation
b.
Consumer rights

Learning activities and teaching methods:
Type of teaching method
Daily attendance
lecture
39 h
practice13 h
consultation
2 h
preparation for exam
5 h
preparation for regular assessment
11 h
preparation for regular testing
11 h
preparation of presentation3 h
elaboration and execution of projects
14 h
writing of seminar paper5 h
Total103 h
 
Assessment methods:
none
 
Assessment criteria ratio:
Requirement type
Daily attendance
Total0 %
 
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. a kol. Marketingový plán: příprava a úspěšná realizace. 1st ed. Brno: BizBooks, 2012. 575 p. ISBN 978-80-265-0014-8.

Recommended:
KOTLER, P. a kol. Moderní marketing: 4. evropské vydání. 1st ed. Praha: Grada, 2007. 1041 p. ISBN 978-80-247-1545-2.
JEANNET, J. a kol. 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-PA Public administration, full-time form, initial period WS 2018/2019
Field of study B-EPA-F Finances, full-time form, initial period WS 2018/2019
Field of study B-SE-EI Economic informatics, full-time form, initial period WS 2019/2020
 
Course listed in previous semesters:
Teaching place: Brno


Last modification made by Ing. Jiří Gruber on 12/04/2019.

Typ výstupu: