B_Mar Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
doc. Ing. Aleš Hes, CSc.
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
At the end of this course the student will be able to understand and explain the concepts and definitions from the area of ​​marketing. The basic concepts are discussed methodology for analyzing the environment, specifically the development of market segmentation, product analysis, elements of the marketing mix. Furthermore, communication, information, information technology, marketing research and development of a marketing plan. Interpretation is supplemented by a number of current and real examples from practice   in which the mission and objectives of marketing discussed and demonstrated. Builds on the concepts discussed in the following semesters   number of objects that assume knowledge of basic marketing concepts and the ability of students gained knowledge and practically apply it.
Learning outcomes
At the end of this course the student will be able to understand and explain the concepts and definitions from the area of ​​marketing. The basic concepts are discussed methodology for analyzing the environment, specifically the development of market segmentation, product analysis, elements of the marketing mix. Furthermore, communication, information, information technology, marketing research and development of a marketing plan.
Syllabus
  • 1st The nature and role of marketing. Characteristics and definition of marketing. Marketing concept. Customer and contemporary marketing. Barter and trade relations. Maslow's pyramid.
  • 2nd Environment. What constitutes the environment. Reasons and methods of environmental analysis. Marketing and environmental analysis. SWOT analysis.
  • 3rd Consumer and industrial markets. Market segmentation. Segmentation variables. Characteristics segments. BCG matrix. Paterův principle.
  • 4th Product. Types and properties. A four-stage analysis of the product. Product mix. The life cycle of the product. Product as a tool for differentiation and passion. Formation of the product. Innovation.
  • 5th Price. Pricing strategy. Price change. Responding to price competition.
  • 6th Distribution. Distribution channels and sales organization. Distribution and competitive advantage. Distribution strategy.
  • 7th Information. Information systems. Sources of information. Obtaining, storing and processing information. Feedback.
  • 8th Communications. Marketing communication mix. Tools of marketing communication. Integrated Marketing Communications.
  • 9th Modern information technology, e-business and the Internet. Ecommerce.
  • 10th Marketing Research. The importance of marketing research for decision making. Methodology mrkt. výzkumu.Metody mrkt. research. Applications.
  • 11th Marketing plan. Initial activity. The process of marketing planning. Presentation of the plan.
  • 12th Competition. Identifying competitors. Strategies of competitors. Competitor analysis. Competition and source of competitive advantage. Summarization, information about the course,  .
Literature
    required literature
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3., akt. vyd. Praha: Vysoká škola finanční a správní, 2015. ISBN 978-80-7408-100-2.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. In: . [2017]. ISBN 978-1-119-34114-7.
  • DIB, Allan. Marketingový plán na jednu stránku: nejrychlejší cesta k penězům. Přeložil Martin ŠIKÝŘ. Praha: Grada, 2020. ISBN 978-80-271-2591-3.
  • GODIN, Seth. Tohle je marketing!: zcela nový přístup k marketingu, prodeji a reklamě. Přeložil Eva MAŠKOVÁ KŘÁPKOVÁ. Praha: Grada, 2020. ISBN 978-80-271-2567-8.
  • JADERNÁ, Eva. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert. ISBN 978-80-271-1384-2.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • WESTWOOD, John. Sestavte dobrý marketingový plán: jak správně stanovit strategii, efektivně plánovat a dosahovat marketingových cílů. Přeložil Tomáš PIŇOS. V Brně: Lingea, 2020. Vstříc úspěchu. ISBN 978-80-7508-624-2.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
    recommended literature
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
  • MUŽÍK, Tomáš. Prodej na prvním místě: manuál pro firmy, jak pomocí sociálních sítí opravdu vydělávat. [Česko]: [Tomáš Mužík], 2019. ISBN 978-80-2705-660-6.
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases of pandemic emergency and restrictions on contact teaching.
Assessment methods
The course is completed with a written exam: answering three questions from the whole range of topics discussed during the course. The topics are available for the students in the IS, in Study materials of the course of Marketing. The recommended time for answering the questions is 60 minutes. The students are required to write approx. one A4 page for each question. The students are instructed on the forms of answers by the lecturer prior to the test. In case of failure in the written exam the lecturer decides on further action. Considering the number of credits the answers to the questions have to be comprehensive and well explained. In case of serious deficiencies in knowledge the student repeats the written exam in the next term; minor deficiencies can be fixed by an interview. The options are decided by the lecturer.
Language of instruction
Czech
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.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
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