Course syllabus DMOA - Marketing and Trade (FBE - 2019/2020 - post-graduate studies)

     Czech          English          

Course code:
Course title in Czech:
Marketing and Trade
Course title in English: Marketing and Trade
Mode of completion and number of credits: Exam (0 credits), Commissional exam (0 credits)
Mode of delivery and timetabled classes:
full-time, 0/0 (hours of lectures per week / hours of seminars per week)
part-time, 0/0 (lectures per period / seminars per period)
Level of course:
Course type:
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad:
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Language of instruction:
Course supervisor:
Course supervising department:
Department of Marketing and Trade (FBE)
Timetable in this semester:
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Aim of the course and learning outcomes:
Objective of the subject is to deepen students' knowledge in the field of marketing and interconnect it with the knowledge of other disciplines.
Course content:
Marketing approaches, comparison of opinions on marketing focus, marketing strategies. Market segmentation and specification of particular types of markets. Defining product, product life cycle and product classification. Pricing strategies principles of price definition. Distribution channels of goods and their influence on sales price. Significance and position of wholesale, product promotion, sales stimulation, public relations. (allowance 0/0)
Marketing information system, bases of quantitative methods used in marketing. Marketing research process and significance of its particular stages. Methods of acquiring primary data and their importance for marketing decisions. Utilization of statistical methods and probability in projecting and processing market surveys. Substance of parametric, non-parametric and robust approaches to data. Processing and evaluation of single-, two- , and multiple-dimension samples. (allowance 0/0)
Explanation of international marketing strategies. Analysis of market opportunities in the international marketing concept. International marketing research. Analysis of final consumers' market, industrial market and international institutions market. Screening, segmentation and grouping of markets. International communication mix, controlling in international marketing. (allowance 0/0)
Trade activities of production companies, main features of cooperation in product purchasing and sales. Procurement strategies, supplier selection, principles of sales strategy. Definition of trade, directions of business activities in trade companies. Factors influencing development of particular types of trade units, location of outlets based on Reyl law. Economic impacts of discounts on economic results of trade, alternative models of additional discounts. Significance of attraction zones, calculation of the zone size. Financial analyses of results in a trade company. Acquisition activities of trade companies. Hygienic demands on retail outlets. Guarantees and defects, sales returns (warranty claims, etc.). (allowance 0/0)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
Combined form
0 h
0 h
Assessment methods:
Oral examination within Examination board 2.
Assessment criteria ratio:
Requirement type
Daily attendance
Combined form
0 %
0 %
Recomended reading and other learning resources:
BÁRTOVÁ, H. -- BÁRTA, V. -- KOUDELKA, J. Spotřebitel: (chování spotřebitele a jeho výzkum). 1st ed. Praha: Oeconomica, 2007. 254 p. ISBN 978-80-245-1275-4.
Strategic Marketing. 5th ed. Boston: McGraw-Hill, 1997. 670 p. ISBN 0-256-21438-7.
GRIMWADE, N. International trade : new patterns of trade, production and investment. 2nd ed. London: Routledge, 2001. 421 p. ISBN 0-415-15627-0.
KOTLER, P. Marketing Management. 1st ed. Upper Saddle River: Prentice Hall, 2003. 26 p. ISBN 0-13-049715-0.
LOŠŤÁKOVÁ, H. B-to-B marketing: strategická marketingová analýza pro vytváření tržních příležitostí. 1st ed. Praha: Professional Publishing, 2005. 186 p. ISBN 80-86419-94-0.
MOOIJ, M K D. Consumer behavior and culture : consequences for global marketing and advertising. Thousand Oaks, California: Sage Publications, 2004. 345 p. ISBN 0-7619-2668-2.
International marketing: strategy and theory. 5th ed. Abingdon, Oxon: Routledge, 710 p. ISBN 978-0-415-77261-7.
International trade theory: capital, knowledge, economic structure, money, and prices over time. Berlin: Springer, 522 p. ISBN 978-3-540-78264-3.
Exploring Marketing Research. 7th ed. Fort Worth: The Dryden Press, 2000. 812 p. ISBN 0-03-026218-6.

Course listed in study plans for this semester:
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Course listed in previous semesters:
Teaching place:

Last modification made by Ing. Jiří Gruber on 07/18/2019.

Type of output: