Course syllabus MAR - Marketing I (FBE - WS 2017/2018)

     Czech          English          

Course code: MAR
Course title in Czech: Marketing I
Course title in English:
Marketing I
WS 2017/2018
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)
part-time, 16/0 (lectures per period / seminars per period)
Level of course:
Course type: required
Type of delivery: usual, consulting
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction:
Course supervisor: doc. Ing. Jana Turčínková, Ph.D.
Course supervising department:
Department of Marketing and Trade (FBE)
Faculty of Business and Economics
Ing. Tomáš Cinciala (instructor, tutor)
Ing. Denis Drexler, Ph.D. (examiner, instructor, tutor)
JUDr. Hana Kelblová, Ph.D. (lecturer, tutor)
doc. Ing. Lea Kubíčková, Ph.D. (tutor)
Ing. Igor Nečas (examiner, instructor, tutor)
Ing. Astrida Peruthová (examiner, instructor, tutor)
Ing. Martina Procházková, Ph.D. (examiner, instructor, lecturer, tutor)
Ing. Filip Rivola (instructor, tutor)
Ing. Šárka Stojarová, Ph.D. (examiner, instructor, lecturer, tutor)
doc. Ing. Jana Turčínková, Ph.D. (examiner, instructor, lecturer, supervisor, tutor)
Ing. Marek Záboj, Ph.D. (examiner, instructor, lecturer, tutor)
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:
Understanding the market (allowance 6/2)
Definitions of basic marketing terminology
b.Man as a consumer
Marketing environment, fundamentals of marketing reserach, marketing information system
Market competition

Market segmentation (allowance 2/2)
a.Segmentation process, segmentation criteria

Marketing mix (allowance 12/5)
Basic and extended marketing mix, consumer mix and marketing strategies

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

Consumer rights (allowance 2/0)
Learning activities and teaching methods:
Type of teaching methodDaily attendanceCombined form
56 h16 h
practice14 h0 h
2 h
6 h
preparation for exam
25 h
90 h
preparation for regular assessment
10 h
0 h
preparation for regular testing
11 h
0 h
preparation of presentation
3 h
0 h
elaboration and execution of projects
14 h
28 h
writing of seminar paper5 h
0 h
Total140 h140 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 typeDaily attendance
Combined form
0 %
0 %
Recomended reading and other learning resources:
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.

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-EM-ME Economics and Management, part-time form, initial period WS 2016/2017
Field of study B-EM-TM Tourism Management, full-time form, initial period WS 2016/2017
Field of study B-EM-AFE Agriculture and food economics, full-time form, initial period WS 2016/2017
Field of study B-EM-SE Social economics, full-time form, initial period WS 2016/2017
Field of study B-EM-ME Economics and Management, full-time form, initial period WS 2016/2017
Field of study B-EM-TM Trade management, full-time form, initial period WS 2016/2017
Course listed in previous semesters:
Teaching place:

Last modification made by Ing. Jiří Gruber on 09/05/2017.

Type of output: