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


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Course code:
MAR
Course title in Czech:
Marketing I
Course title in English: Marketing I
Semester:
SS 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)
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:
doc. Ing. Jana Turčínková, Ph.D.
Course supervising department:
Faculty:
Faculty of Business and Economics
Teachers:
Ing. Tomáš Cinciala (examiner, instructor, tutor)
doc. Ing. Lea Kubíčková, Ph.D. (tutor)
Ing. Bc. Ondřej Melichar, Ph.D. (examiner, instructor, tutor)
Ing. Martina Procházková, Ph.D. (examiner, lecturer, tutor)
Ing. Šárka Stojarová, Ph.D. (examiner, instructor, tutor)
doc. Ing. Jana Turčínková, Ph.D. (examiner, instructor, supervisor, tutor)
Ing. Marek Záboj, Ph.D. (examiner, instructor, 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 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
lecture39 h
practice
13 h
consultation
2 h
preparation for exam
5 h
preparation for regular assessment11 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
103 h
 
Assessment methods:
To earn a credit, students must submit and present a group project, attend mandatory lectures and take 2 sequential seminar tests. 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-PA Public administration, full-time form, initial period WS 2016/2017
Field of study B-EPA-F Finances, full-time form, initial period WS 2016/2017
Field of study B-SE-EI Economic informatics, full-time form, initial period WS 2017/2018
 
Course listed in previous semesters:
Teaching place:
Brno


Last modification made by Ing. Jiří Gruber on 12/06/2017.

Type of output: