Course syllabus EBC-MAR - Marketing 1 (FBE - WS 2020/2021)


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Course code:
EBC-MAR
Course title in Czech:
Marketing 1
Course title in English: Marketing 1
Semester:
WS 2020/2021
Mode of completion and number of credits:
Exam (6 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:
bachelor
Course type:
required
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad: Cannot be studied during the study placement.
Language of instruction: Czech
Course supervisor: doc. Ing. Jana Turčínková, Ph.D.
Course supervising department:
Faculty:
Faculty of Business and Economics
Teachers:
Ing. Peter Habánek (examiner, instructor)
Ing. Bc. Ondřej Melichar, Ph.D. (examiner, instructor, tutor)
Ing. Martina Procházková, Ph.D. (examiner, lecturer)
Ing. Michal Pšurný (examiner, instructor)
Ing. Šárka Stojarová, Ph.D. (examiner, instructor, lecturer, tutor)
doc. Ing. Jana Turčínková, Ph.D. (lecturer, supervisor)
Ing. Marek Záboj, Ph.D. (examiner, instructor, lecturer, tutor)
Prerequisites:
 
Timetable in this semester:
-- item not defined --
 
Aim of the course and learning outcomes:
The aim of the course is to teach students to use individual elements of the marketing mix in the formulation of business strategies, while maintaining their consistency. Students will also be able to identify factors of external and internal marketing environment and correctly define target groups through market segmentation. Furthermore, after completing the course, students will understand consumer behavior and be able to recognize and then use the influences leading to the final decision to purchase the selected product.
 
Course content:
1.
Market analysis (allowance 8/4)
 
a.
introduction to marketing, marketing terminology
b.
consumer behavior
c.
marketing environment, market competition, fundamentals of marketing research, marketing intelligence
d.
marketing planning, role of marketing in an organization

2.
Market segmentation (allowance 2/2)
 
a.
segmentation process, segmentation criteria
b.
targeting
c.
positioning

3.
Marketing mix (allowance 14/6)
 
a.
basic and extended marketing mix, marketing strategies
b.
product, brand, product life cycle, marketing of services
c.
price
d.
distribution
e.
promotion, communication mix, campaign
f.
people

4.
Consumer rights (allowance 2/0)
Learning activities and teaching methods:
Type of teaching method
Daily attendanceCombined form
lecture28 h16 h
practice
14 h
0 h
consultation
10 h
17 h
project work22 h
40 h
preparation for exam35 h45 h
preparation for regular assessment
12 h
0 h
preparation for regular testing
15 h
0 h
preparation of presentation5 h0 h
writing of seminar paper27 h
50 h
Total
168 h
168 h
 
Assessment methods:
Evaluation of the course is based on a scoring system. Students obtain credits based on the appraisal of their course work, individual assignments and two tests (max. 50 points, min. 30). Final exam consists of the electronic test (max. 50 points, min. 30) and the elaboration of a practical case study, which can then improve or worsen the final grade by one classification level. The final grade is based on both on the test score and the performance in seminars according to the following classification: less than 6O points F, 60-67 E, 68-74 D, 75-82 C, 83-89 B and 90-100 A.
 
Assessment criteria ratio:
Requirement type
Daily attendance
Combined form
Term paper
25 %
50 %
Presentation
7 %
0 %
Mid-term test(s)
18 %
0 %
Final test
50 %
50 %
Total
100 %
100 %
 
Recomended reading and other learning resources:
Basic:
MCDONALD, M. et al. Marketingový plán: příprava a úspěšná realizace. 1st ed. Brno: BizBooks, 2012. 575 p. ISBN 978-80-265-0014-8.
KELLER, K L. -- KOTLER, P. Marketing management. Praha: Grada, 2013. 816 p. ISBN 978-80-247-4150-5.

Recommended:
KOTLER, P. et al. Moderní marketing: 4. evropské vydání. 1st ed. Praha: Grada, 2007. 1041 p. ISBN 978-80-247-1545-2.
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 SS 2018/2019
Field of study B-EM-SE Social economics, full-time form, initial period WS 2019/2020
Field of study B-EM-TM Tourism Management, full-time form, initial period WS 2019/2020
Field of study B-EM-TM Trade management, full-time form, initial period WS 2019/2020
Field of study B-EM-ME Economics and Management, part-time form, initial period WS 2019/2020
Field of study B-EM-ME Economics and Management, full-time form, initial period WS 2019/2020
Field of study B-SE-EI Economic informatics, full-time form, initial period SS 2019/2020
Programme B-MOS Trade and Services Management, full-time form, initial period WS 2020/2021
 
Course listed in previous semesters:
WS 2019/2020 (and older)
Teaching place:
Brno


Last modification made by Ing. Bc. Martin Machay, Ph.D. on 06/19/2020.

Type of output: