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

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Course code:
Course title in Czech:
Marketing II
Course title in English:
Marketing II
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)
part-time, 16/0 (lectures per period / seminars per period)
Level of course:
master continuing
Course type: optional
Type of delivery:
Mode of delivery for our mobility students abroad:
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Language of instruction:
Course supervisor:
Course supervising department:
Faculty of Business and Economics
Teachers: Ing. Irena Antošová (instructor)
Mgr. Ing. Naďa Hazuchová, Ph.D. (supervisor)
Final Bachelor Exam
Timetable in this semester:
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Aim of the course and learning outcomes:
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 content:
1.Marketing research (allowance 12/8)
a.Definition of marketing research, description environment
Marketing information system and its subsystems
Process and organization of marketing research
Forms of marketing research
e.Methodology of research process
Analysis and interpretation of data
Specific areas of marketing research application (market, product, communication, demand supply, price researches etc.)

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

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

Learning activities and teaching methods:
Type of teaching method
Daily attendanceCombined form
28 h16 h
28 h
0 h
5 h16 h
project work
10 h
0 h
public presentation (oral)1 h
0 h
preparation for exam24 h40 h
preparation for regular assessment
10 h
20 h
preparation for regular testing
10 h
0 h
preparation of presentation4 h
0 h
elaboration of reports
0 h
18 h
writing of seminar paper20 h30 h
140 h
140 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.
Assessment criteria ratio:
Requirement type
Daily attendance
Combined form
0 %
0 %
Recomended reading and other learning resources:
KOUDELKA, J. Spotřebitelé a marketing. 1st ed. C.H. Beck, 2018. 354 p. Beckova edice ekonomie. ISBN 978-80-7400-693-7.
NAGYOVÁ, Ľ. -- STÁVKOVÁ, J. -- HORSKÁ, E. Výskum trhu. Nitra: SPU v Nitre, 2014. 310 p. ISBN 978-80-552-1271-5.
KOZEL, R. -- MYNÁŘOVÁ, L. -- SVOBODOVÁ, H. Moderní metody a techniky marketingového výzkumu. 1st ed. Praha: Grada, 2011. 304 p. Expert. ISBN 978-80-247-3527-6.
HEBÁK, P. Statistické myšlení a nástroje analýzy dat. 2nd ed. Praha: Informatorium, 2015. 877 p. ISBN 978-80-7333-118-4.
TAHAL, R. Základní metody sběru primárních dat v marketingovém výzkumu. 1st ed. C.H. Beck, 2015. 99 p. Beckovy ekonomické učebnice. ISBN 978-80-7400-585-5.
VYSEKALOVÁ, J. Chování zákazníka. Praha: Grada, 2011. 360 p. ISBN 978-80-247-3528-3.

Course listed in study plans for this semester:
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Course listed in previous semesters:
WS 2020/2021, WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018 (and older)
Teaching place:

Last modification made by Ing. Jiří Gruber on 02/05/2020.

Type of output: