Course syllabus MVY - Marketing II (FBE - WS 2020/2021)


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Course code: MVY
Course title in language of instruction: Marketing II
Course title in Czech: Marketing II
Course title in English: Marketing II
Mode of completion and number of credits: Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes: full-time, 2/2 (hours of lectures per week / hours of seminars per week)
part-time, 16/0 (lectures per period / seminars per period)
Language of instruction: Czech
Level of course: master continuing
Semester: WS 2020/2021
Name of lecturer: Mgr. Ing. Naďa Hazuchová, Ph.D. (supervisor)
Prerequisites: Final Bachelor Exam
 
Aims of the course:
The objective of this course is to introduce marketing research as a process, to introduce a methodology of a research process, environment of marketing research and areas of marketing research application. Related topics consumer behaviour and segmentation are included. The final part is devoted to relationship marketing and students will be enabled to work with some of the CRM systems. Last we will deal with culture and marketing ethics. After passing this course the student will be able to define a marketing problem, gather primary or secondary data, statistically process the data and analyze the data so the student can design a solution of a problem.
 
Course contents:
1.Marketing research (allowance 12/8)
 
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.Analysis and interpretation of data
g.Specific areas of marketing research application (market, product, communication, demand supply, price researches etc.)

2.Consumer behaviour and segmentation research (allowance 8/2)
 
a.Consumer and consumer behaviour determinants
b.Formation of consumer's behaviour predispositions, needs, decision making process
c.Consumption communication - understanding, perception, retention
d.Market segmentation, consumer's typology
e.Consumer data analysis

3.Relationship marketing and marketing ethics (dotace 8/8) (allowance 8/4)
 
a.Customer relationship management (CRM), database marketing
b.Communication testing
c.Organizational culture and marketing ethics

 
Learning outcomes and competences:
Generic competences:
 
-Ability to apply knowledge
-Ability to organize and plan ahead
-Ability to work independently
-Capacity to adapt to new situations
-Science and research skills
-Skilled at utilizing and processing information

Specific competences:
 
-Student can describe models of consumer behavior
-Student can describe process of segmentation
-Student can describe the system of customer relationship management
-Student can describe the whole process of marketing research
-Student can prepare, coordinate and implement marketing research
-Student is able to develop and implement processes customer relationship management
-Student is able to make a segmentation of customers
-Students can apply knowledge of the consumer behavior models in practice

Type of course unit: required
Year of study: Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement: There is no compulsory work placement in the course unit.
Recommended study modules: -
 
Learning activities and study load (hours of study load):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture28 h16 h
     practice28 h0 h
     consultation5 h16 h
     project work10 h0 h
     public presentation (oral)1 h0 h
Self-study
     preparation for exam24 h40 h
     preparation for regular assessment10 h20 h
     preparation for regular testing10 h0 h
     preparation of presentation4 h0 h
     elaboration of reports0 h18 h
     writing of seminar paper20 h30 h
Total140 h140 h
 
Assessment methods:
The conditions of the course Marketing II are based on a score system. The student can earn 150 points in total, including 100 points for seminar activities and 50 points for the exam test.
To obtain a preliminary, the student must have at least 60 points (test, project and defense of the project). Students can have 2 absences in the seminars. Last but not least, they have to be present at the lectures with specialist (these lectures will be announced in the in advance).
Students successfully pass the subject if they have earned at least 60% of the exam points. The resulting mark is calculated from the results of the exam test as follows:
A: 95-100 %,
B: 90-94 %,
C: 80-89 %,
D: 70-79 %,
E: 60-69 %,
F: méně než 60 %.

The full-time student can enroll the subject during a foreign exchange programme. In this case, he / she does not have to fulfill the attendance condition and the preliminary test is completed after returning from abroad, based on an agreement with the teacher.
 
Recommended reading:
TypeAuthorTitlePublished inPublisherYearISBN
RQKOUDELKA, J.Spotřebitelé a marketingC.H. Beck2018978-80-7400-693-7
RQNAGYOVÁ, L. -- STÁVKOVÁ, J. -- HORSKÁ, E.Výskum trhuNitraSPU v Nitre2014978-80-552-1271-5
RQKOZEL, R. -- MYNÁŘOVÁ, L. -- SVOBODOVÁ, H.Moderní metody a techniky marketingového výzkumuPrahaGrada2011978-80-247-3527-6
RQHEBÁK, P.Statistické myšlení a nástroje analýzy datPrahaInformatorium2015978-80-7333-118-4
RQTAHAL, R.Základní metody sběru primárních dat v marketingovém výzkumuC.H. Beck2015978-80-7400-585-5
RQVYSEKALOVÁ, J.Chování zákazníkaPrahaGrada2011978-80-247-3528-3

RQrequired
RErecommended


Last modification made by Ing. Jiří Gruber on 11/05/2019.

Type of output: