BA_Mar Marketing

University of Finance and Administration
Winter 2015
Extent and Intensity
2/1. 7 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
PhDr. Ladislava Knihová, Ph.D., MBA (seminar tutor)
Ing. Miloš Krejčí (assistant)
Guo Yuning, MS (assistant)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec
Timetable of Seminar Groups
BA_Mar/cMCPH: each even Wednesday 15:45–16:29 E129, each even Wednesday 16:30–17:15 E129, K. Eliáš
BA_Mar/pBMCPH: Thu 8:45–9:29 E125, Thu 9:30–10:15 E125, except Thu 1. 10., except Thu 8. 10. ; and Tue 15. 12. 10:30–12:00 E125, 14:00–15:30 E125, L. Knihová
BA_Mar/pMCPH: Wed 8:45–9:29 E128, Wed 9:30–10:15 E128, K. Eliáš
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: to set a knowledge base for broad understanding of a modern marketing(definitions,state of-the-art concepts,..) and its implications for marketing communication incl.marketing mix( i.e.product,price,place and promotion) and marketing communication mix ( i.e.Advertising,PR,Sales promotion,Direct marketing a Personal Selling).Consequently students should be able to assess,modify and propose various marketing processes,campaigns and decisions.
Syllabus
  • Programme: 1.Marketing (definitions, marketing concepts incl.basics).Marketing Ethics and Environment. 2.Customer and modern marketing ( market segmentation, customer needs and behaviour,customer loyalty,CRM,CSR,..). 3.Trade exchange and customer relations (B2B,B2C,C2C,B2G,C2G,etc. incl.market analysis,STEEP,..). 4.Market management ( Positioning and Branding,brand values,..). 5.Marketing analysis (SWOT). 6.Product and its charakteristics (Product development,Product life cycle,Product sales cycle,..). 7.Pricing strategies and methods (price change manageme nt and possible competitor,s reaction). 8.Distribution ( distribution channels set up and processes, variuous scenarios). 9.Marketing information systems (Market Research, external and internal sourcing,..). 10.Promotion (Marketing Communication Mix i.e.Advertising,PR,Sales Promotion,Direct Marketing and Personal Selling).Alternative marketing.Push vs.Pull strategies. 11.E-active marketing ( how new technologies have been changing marketing over the time).Social networks and how it works. 12.Summary.Questions and answers with students.
Literature
    required literature
  • CLOW,K.E.-BAACK,D.: Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education, c 2012.ISBN: 0-273-75328-2(brož.), 978-0-273-75328-5(brož.).
  • FARRAL,C.-LINDSLEY,M.:Professional English in Use.Marketing.Cambridge University Press 2008.ISBN: 978-0-521-70269-0
  • ARIELY,D.:Predictable irrational,Revised and Expanded ed.:The Hidden Forces That Shape Our Decisions.Harper Perennial 2010.ISBN-10:9780061353246.ISBN-13:978-0061353246
    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.
  • WHALLEY,A.:Strategic Marketing.2010 Andrew Whalley and bookboon.com.ISBN: 978-87-7681-643-8.
  • Enterpreneur magazin ´s ultimate guide to Google adwords:how to access 100 milliom people in 10 minutes / Perry Marshall and Bryan Todd (2nd ed.).[Irvin,CA]Entrepreneur Press, c2010.ISBN:978-1-599-183-602
Teaching methods
Teaching methods: interactive lectures + focused discussions/presentations.
Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns.
Assessment methods
Assesment methods: Credit will be based on student,s presentation of the mkt.study(selected topic) during seminars. Examination(7 credits)will consist of the succesfull accoplishment of the written test (List of questions will be available on:IS-subject BA_Mar_A-study documents-List od Qs) + interview (type will be subject of the number of students in the study group). N.B.Minimal student,s presence level in the lectures has been set on 75%.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
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: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2013, Winter 2014, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2015, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2015/BA_Mar