Sylabus predmetu MRKTPC - Marketing in Enterprise Activities (FA - SS 2019/2020)


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Course code:
MRKTPC
Course title in Czech:
Marketing in Enterprise Activities
Course title in English:
Marketing in Enterprise Activities
Semester:
SS 2019/2020
Mode of completion and number of credits:
Exam (5 credits)
Mode of delivery and timetabled classes: full-time, 2/2 (hours of lectures per week / hours of seminars per week)
Level of course:
bachelor
Course type:
required
Type of delivery:
usual
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:
Faculty of AgriSciences
Teachers: Ing. Patrik Kubát (instructor)
Ing. Igor Nečas (examiner, instructor)
doc. Ing. Kateřina Ryglová, Ph.D. (examiner, lecturer, supervisor)
Prerequisites:
none
 
Timetable in this semester:
Day
From-tillRoomTeacher
Entry
Frequency
Capacity
Note
Monday
11.00-12.50
Q43
Seminar
Every week35
 
Thursday
13.00-14.50
Q02
Lecture
Every week
170
Společná přednáška s MRKT1
 
Aim of the course and learning outcomes:
Preparing students to use marketing techniques in the business activities of enterprises of primary agricultural production, marketing organizations, business services and food businesses, as prerequisites for understanding the agrarian nature of marketing and its practical implementation. In this course, students will gain knowledge about basic marketing principles, methods of using marketing mix, methods of market analysis, analysis of competitosr or analysis of the customer.
 
Course content:
1.
Basic marketing concepts, definitions of agricultural marketing, marketing environment (allowance 2/2)
2.
The characteristics of primary agricultural products, business services companies and food businesses, primary (allowance 2/2)
3.Specifics of domestic agricultural and food market and market advanced agrarian EU (allowance 2/2)
4.Peculiarities of agrarian marketing, marketing, sales organizations and food business (allowance 2/2)
5.
Marketing mix (allowance 2/2)
6.
Marketing promotion tools (allowance 2/2)
7.Promotional mix (allowance 2/2)
8.
Specifics of the transport of agricultural and food products (allowance 2/2)
9.Marking of goods, country of origin, trademarks, logos (allowance 2/2)
10.
Participation in agrarian and food fairs and exhibitions (allowance 2/2)
11.
The difficulty of promoting and advertising the corporate funds (allowance 2/2)
12.
Trade relations between the parties to supply verticals (allowance 2/2)
13.
Theoretical principle of trade (allowance 2/2)
14.
Corn bursa (allowance 2/2)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
lecture28 h
practice
28 h
professional educational excursion
6 h
consultation
2 h
public presentation (oral)
2 h
preparation for exam20 h
preparation for regular assessment14 h
preparation for regular testing
10 h
writing of seminar paper30 h
Total
140 h
 
Assessment methods:
Exam (5 credits), assignments in seminars and tests on computers, final project and a final test. Students must earn at least 60%. Students are required to follow content of lectures and seminars, obligatory literature and files on DS. For more details see DS (Document Server).
 
Assessment criteria ratio:
Requirement type
Daily attendance
Total0 %
 
Recomended reading and other learning resources:
Basic:
KARLÍČEK, M. Základy marketingu. 2nd ed. Grada, 2018. 285 p. ISBN 978-80-247-5869-5.

Recommended:
BEČVÁŘOVÁ, V. -- TAMÁŠ, V. -- ZDRÁHAL, I. Agrobyznys v rozvoji regionu. 1st ed. Brno: Mendelova univerzita v Brně, 2013. 115 p. ISBN 978-80-7375-799-1.
BEČVÁŘOVÁ, V. a kol. Budoucnost zemědělství a konkurenceschopnost v zemědělství ČR a EU a globální souhrnnosti. 1st ed. Praha: ÚZEI, 2010. 58 p. 1. ISBN 978-80-87262-02-3.
HALL, C M. Wine marketing: a practical guide. 1st ed. Amsterdam: Elsevier, 2008. 344 p. ISBN 978-0-7506-5420-3.
KELLER, K L. -- KOTLER, P. Marketing management. Praha: Grada, 2013. 816 p. ISBN 978-80-247-4150-5.
KOZEL, R. -- SVOBODOVÁ, H. -- MYNÁŘOVÁ, L. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. 304 p. ISBN 978-80-247-3527-6.

Course listed in study plans for this semester:
Field of study B-AGE-ABU Agribusiness, full-time form, initial period WS 2018/2019
 
Course listed in previous semesters:
Teaching place:
Brno


Last modification made by Ing. Michal Karhánek on 04/23/2020.

Typ výstupu: