BA_MT Marketing Techniques

University of Finance and Administration
Winter 2016
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Pavel Kotyza (seminar tutor)
Guaranteed by
Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.
Timetable of Seminar Groups
BA_MT/pMCPH: Mon 8:45–9:29 E227, Mon 9:30–10:15 E227, except Mon 3. 10., except Mon 19. 12. ; and Mon 10. 10. 8:00–8:44 E227, Mon 17. 10. 8:00–8:44 E227, Mon 21. 11. 8:00–8:44 E227, Mon 5. 12. 8:00–8:44 E227, P. Kotyza
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Upon the successful completion of this course, students will be able to: 1. Understanding the marketing management in the 21st century digital environment 2. Understand the importance of eMarketing strategy and customer focus on sustainable growth of a company in the Digital Age; 3. Understand opportunities and threats emanating from the digital age 4. Understand the importance of digital technologies in establishing, evaluating and improving customer satisfaction. 5. Understand the challenges and opportunities of the Digital Age for traditional marketing in organizations and markets. 6. Grasp the role of internet in providing insight into customer relationships, behaviour and decision-making. 7. Understand ethical questions raised by these technologies, the concepts of social responsibility and sustainability. 8. Assess the criticality of the value proposition and the role of marketing in its communication and delivery. 9. Evaluate conventional, digital and alternative marketing strategies.
Syllabus
COURSE CONTENT: 1. Marketing in Digital Age – Changing Scenario 2. Sharing Economy 3. Internet of Things 4. Digital Customer Journey 5. Digital Segmentation 6. Digital Marketing Communication 7. Content Marketing 8. Online Advertising 9. Social Media Marketing 10 Mobile marketing 11 Social CRM 12.Customer Experience
Literature
    required literature
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
    recommended literature
  • Simmons,G.-Brychan,T.: E-commerce adoption and Small Business in the Global Marketplace:Tools for Optimization.IGI Global 2010.
  • Náhradní obsah: BUTTLE, Francis. Customer relationship management: concepts and technologies. 2nd ed. Amsterdam: Butterworth-Heinemann, 2009. ISBN 978-185-6175-227.
  • LINDSTRÖM, Martin, Hermawan KARTAJAYA a Iwan SETIAWAN. Brandwashed: tricks companies use to manipulate our minds and persuade us to buy. 1st ed. New York: Crown Business, c2011, xi, 291 p. ISBN 03-855-3173-7.
  • SOLIS, Brian. What's the future of business?: changing the way businesses create experiences. Hoboken, N.J.: Wiley, c2013, 218 p. ISBN 11-184-5653-X.
Teaching methods
Interactive lectures. Presentations followed by examples, case studies and test cases. Seminars will be focused on hands-on experience. Minimum 75% attendance to presentations required to be allowed to do written test for full-time students. Guided consultations for combined study with at least 50% attendance. Those who will not meet attendance requirements will fail the exam.
Assessment methods
All study results will be based on attendance, individual project and as a final step on a written test. Minimum total success rate is 50% out of 100%. The written test will be based on 10 questions covering the course topics.
Language of instruction
Czech
Follow-Up Courses
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2014, Winter 2015, Summer 2018, Winter 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2016/BA_MT