Course syllabus RRMAR - Marketing in Regional Development (FRDIS - WS 2013/2014)

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Course code: RRMAR
Course title in language of instruction: Marketing v regionálním rozvoji
Course title in Czech: Marketing in Regional Development
Course title in English: Marketing in Regional Development
Mode of completion and number of credits: Exam (6 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)
Language of instruction: Czech
Level of course: bachelor
Semester: WS 2013/2014
Name of lecturer: prof. PhDr. Miroslav Foret, CSc. (examiner, lecturer, supervisor)
Mgr. Ondřej Konečný, Ph.D. (examiner, instructor)
Prerequisites: not International marketing in English and not International marketing and not Marketing in Regional Development in English
Aims of the course:
To give a comprehensive overview of the concept and content of marketing in regional development. To develop a unified, primary knowledge required for university studies. During the course of the semester students will get knowledge of complex marketing tools, their potential application and limitations. The course explains the role and the importance of the empirical data for forecasting desires and demands of consumers. Students will get skills of the practical gathering of information and their interpretation: the course leads the students through the process which starts with the formulation of the research question, continues with the collection and processing of data, and ends with the summary and evaluation of results. The competences are concerned with all of the solving marketing problems in regional development.
Course contents:
1.Basic principles and meanings of marketing (allowance 2/2)
a.Marketing and Regional Development

2.Marketing management (allowance 2/2)
a.Marketing management
b.Marketing strategies
c.Marketing plan

3.Marketing environment and portfolio analysis (allowance 2/2)
4.Marketing information system (allowance 6/6)
a.Marketing research problem
b.Collecting data techniques, data processing and results presentation
c.Sampling and units of marketing research

5.Marketing decisions (allowance 4/4)
a.Consumer behaviour

6.Marketing mix (allowance 6/6)

7.International and service marketing (allowance 2/2)
Learning outcomes and competences:
Generic competences:
-Ability to analyse and synthesize
-Ability to apply knowledge
-Ability to create new ideas (creativity)
-Ability to organize and plan ahead
-Ethical commitment

Specific competences:
-Ability to analyse costumers´ needs.
-Ability to use marketing tools (marketing mix, marketing research, marketing plan etc.).
-Knowledge to use marketing management principles.
-Skills to prepare marketing mix.
-Skills to prepare marketing research.

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 attendance
Direct teaching
     lecture24 h
     seminar24 h
     consultation2 h
     preparation for exam35 h
     preparation for regular assessment43 h
     preparation for regular testing25 h
     writing of seminar paper15 h
Total168 h
Assessment methods:
Ongoing evaluation of the lectures and seminars (tutorials) is based on scoring system. Students have to achieve the specified limits of the minimum number of points (at least 50%), continuous work on a given project and the presentation of a chosen topic for obtain the assessment. The final exam composed of a written or even oral part. The written exam consists two open questions (1/3 points) and eight test, name of WH questions that are evaluated the remaining 2/3 points. The content of the final examination is not only themes presented in lectures, but also topics covered during the seminar. For successful completion of the course, a student have to obtain at least 50% points.
Recommended reading:
TypeAuthorTitlePublished inPublisherYearISBN
RQFORET, M.Marketing pro začátečníkyBrnoEdika2012978-80-266-0006-0
RQFORET, M.Marketingový průzkum - Poznáváme svoje zákazníkyBrnoBizBooks2012978-80-265-0038-4
REHANULÁKOVÁ, E. -- FORET, M. et al.Marketing územia. Oblasti, možnosti a prespetivyBratislavaEkonóm200480-225-1918-9
REKOTLER, P.Marketing managementNYPrentice -- Hall2003
REPERREAULT, W. -- MCCARTHY, J.Basic Marketing: A Global Managerial ApproachIrwin/McGraw-Hill20050-07-294703-9


Last modification made by Bc. Vít Karber on 07/02/2013.

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