BA_Mar Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
Kristina Lenkova, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Goal of the subject: -Get basic knowledge about Marketing and its basic 4 P elements -Get basic knowledge and understanding of the main elements of the Communication mix - Advertising, PR, Direct Mktg, Sales Promotion, Personal Sales, Event Marketing, On-line Marketing -Understand how to assess the results of using the elements of the communication mix -Understand the concept and the importance of the Brand Positioning -Understand the process of creating and executing the brand concepts -Get acquainted with the interaction between the company(the client) and the creative and media planning agencies in their common efforts to conduct a successful marketing strategy
Learning outcomes
After completing the course, the students should be able to: -Define the basic concepts of Marketing and its main elements -Be aware of the necessary steps in planning a successful marketing strategy -Describe the process and importance of Brand positioning -Be aware of the process of choosing the company's partners in preparing and conducting marketing programs - the main steps in choosing the relevant agencies -Have a detailed knowledge on the main 4P components of the Marketing -Have a substantial knowledge on the communication mix elements and their usage within the communication strategy of the company -Be aware and able to evaluate the results of the communication strategy of the company and the usage of each one of its elements
Syllabus
  • I. Definition of Marketing - its evolution, driving forces & roles for both the consumers & the company II. Strategic Marketing Planning - discussion of the planning process steps III. (Market) Research – why we conduct a research, types of research and the role of each one of them IV. Brand Management – the process of building the brand and the importance of building and keeping a strong brand for the business V. Communication Mix & the Integrated Marketing Communication (IMC)– the elements of the Marketing Communication mix and their appropriate usage depending on the particular circumstances VI. B2B Marketing – overview and specifics VII. 4Ps of Marketing: The Product Element – development and management of product concepts and products themselves VIII. 4Ps of Marketing – The Price Element – pricing concepts and their right choice IX. 4Ps of Marketing – The Placement Element – Types of Marketing channels and their proper usage X. Field trip to a Market research agency XI. Tender’s organization for choosing a marketing agency XII. Team Project Presentations & Course Wrap Up
Literature
    required literature
  • CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
  • PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
    recommended literature
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 3.0: from products to customers to the human spirit. Hoboken, N.J.: Wiley, c2010, xv, 188 p. ISBN 04-705-9882-4.
Teaching methods
Teaching methods: interactive lectures + focused discussions/presentation used both during lecture and exercise sessions The goal is to train students understand marketing theory and to consider its possible applications/effects in practice - preparation, execution and evaluation of marketing strategies, usage and justification of the usage of particular communication mix tools, successful cooperation between the client and the mktg.agency
Assessment methods
Grading: The grade will be structured as follows: 10% Quiz grading, 20% Attendance and contribution to class & exercise discussions, 20% Term Project Assignment, 50% Final Written Exam requiring the personal presence of the student GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 F - Below 59 Class Attendance & Participation: Student’s physical presence at the class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation in class is also granted a % of the total grade. If you are absent more than 2 times without a reason, your grade will go down. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point-of-view with the class. Deadlines: Communication professionals always meet deadlines that is why late assignments will not be accepted.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
Teacher's information
All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5) However, keep in mind that the lecture pesentations are the main course study materials and they comprise of different sources which are not to be found in one particular book. That is why, the presence of the students in class is key in order to ensure the successful passing of the exam.
The course is also listed under the following terms Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
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