Course syllabus MVYA - Marketing II (FBE - SS 2019/2020)


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Course code:
MVYA
Course title in Czech:
Marketing II
Course title in English:
Marketing II
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)
part-time, 16/0 (lectures per period / seminars per period)
Level of course:
master continuing
Course type: required
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction:
English
Course supervisor:
Course supervising department:
Faculty: Faculty of Business and Economics
Teachers:
Ing. Irena Antošová (instructor, lecturer)
Mgr. Ing. Naďa Hazuchová, Ph.D. (examiner, lecturer, supervisor)
Ing. Andrea Králiková (instructor)
Prerequisites:
 
Timetable in this semester:
DayFrom-till
Room
Teacher
Entry
Frequency
Capacity
Wednesday
13.00-13.50
Q27
Seminar
Every week30
Wednesday14.00-14.50Q27
Seminar
Every week30
Thursday13.00-14.50
Q16
I. AntošováLecture
Every week
90
Thursday
17.00-17.50
Q27
Seminar
Every week
30
 
Aim of the course and learning outcomes:
Students will learn about marketing research as a process as well as
process of cinsumer behaviour. They will be able to define marketing challenges, collect bothprimary and secondary data, carry out a statistical analysis and elaborate a final report. Studenti will undestand CRM system and ethics fields in marketing.
 
Course content:
1.
Marketing Research (allowance 12/6)
 
a.
Definition of marketing research, description environment
b.
Marketing information system and its subsystems
c.
Process and organization of marketing research
d.
Forms of marketing research
e.
Methodology of research process
f.
Analyses and interpretation of data
g.
Specific areas of marketing research application (market research, research of communication demand, supply, price etc.)

2.
Consumer Behavior and Process of Segmentation (allowance 8/4)
 
a.Determinants of consumer behavior
b.
Forming of consumer behavior predispositions, consumer needs and their effect on consumer decision, learning process and its effect on consumer behavior
c.Communication with consumer -- understanding, perception and process of memory
d.Consumer market segmentation and consumer typology
e.Trends in consumer data analysis

3.
Relationship Marketing and Ethics (allowance 8/4)
 
a.
Customer relationship marketing CRM, database marketing
b.
Communication efficiency measurement - testing
c.Corporate culture CC and ethics in marketing

Learning activities and teaching methods:
Type of teaching method
Daily attendanceCombined form
lecture28 h
0 h
seminar
14 h
0 h
preparation for exam30 h
0 h
preparation for regular assessment
18 h
0 h
elaboration and execution of projects25 h
0 h
writing of seminar paper25 h0 h
Total
140 h
0 h
 
Assessment methods:
Final exam consists from written and oral exam. Student is allowed to apply for exam if his/her activity in seminars is at least 60 percent. Written exam consists from 8-10 opened questions and case study solving - 60 minutes. Evaluation in percentage of exam: 75 - 79 E, 80 - 84 D, 85 - 89 C, 90 - 94 B, 95 - 100 A. Following oral exam to get a grade - approx. 15 minutes. If not passed next 2 exams are allowed till the end of the term.
 
Assessment criteria ratio:
Requirement type
Daily attendance
Combined form
Total0 %0 %
 
Recomended reading and other learning resources:
Basic:
Marketing research. 6th ed. Upper Saddle River, N.J.: Prentice Hall, 695 p. ISBN 978-0-13-713599-8.
Principles of customer relationship management. Mason, Ohio: Thomson/South-Western, 511 p. ISBN 978-0-324-32238-5.

Recommended:
Marketing research: an applied orientation. 5th ed. Upper Saddle River, New Jersey: Pearson Prentice Hall, 783 p. ISBN 0-13-227917-7.
IACOBUCCI, D. -- CHURCHILL, G A. Marketing research: methodological foundations. 10th ed. Australia: South-Western/Cengage Learning, 604 p. ISBN 978-0-3243-5995-4.
Marketing research: tools & techniques. Oxford: Oxford University Press, 531 p. ISBN 978-0-19-928196-1.
Col. The marketing research guide. 2nd ed. New York: Best Business Books, 425 p. ISBN 0-7890-2416-0.
ŠČASNÝ, M. -- BRAUN KOHLOVÁ, M. Modelling of consumer behaviour and wealth distribution. 1st ed. Praha: Matfyzpress, 2008. 223 p. ISBN 978-80-7378-039-5.

Course listed in study plans for this semester:
Field of study C-EMAJ-MEEN Business Economics and Management, part-time form, initial period WS 2019/2020
Field of study C-EMAJ-MEEN Business Economics and Management, full-time form, initial period WS 2019/2020
Field of study C-EMAJ-MEEN Business Economics and Management, full-time form, initial period SS 2019/2020
 
Course listed in previous semesters: WS 2019/2020, SS 2018/2019, SS 2017/2018, SS 2016/2017, SS 2015/2016, SS 2014/2015 (and older)
Teaching place:
Brno


Last modification made by Ing. Jiří Gruber on 02/06/2020.

Type of output: