B_Mar Marketing

University of Finance and Administration
Winter 2018
Extent and Intensity
2/1. 7 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
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: Květoslava Dolejšová
Timetable of Seminar Groups
B_Mar/cMMO: each even Monday 10:30–11:14 M14, each even Monday 11:15–12:00 M14, V. Kunz
B_Mar/cM1PH: each odd Monday 15:45–16:29 E024, each odd Monday 16:30–17:15 E024, except Mon 5. 11. ; and Mon 26. 11. 15:45–17:15 E129, A. Hes
B_Mar/cM2PH: each odd Wednesday 12:15–12:59 E024, each odd Wednesday 13:00–13:45 E024, except Wed 10. 10., except Wed 7. 11. ; and Wed 17. 10. 12:15–13:45 E230, Wed 14. 11. 12:15–13:45 E230, A. Hes
B_Mar/pMMO: Mon 14:00–14:44 M14, Mon 14:45–15:30 M14, V. Kunz
B_Mar/pMPH: Wed 8:45–9:29 E230, Wed 9:30–10:15 E230, except Wed 10. 10., except Wed 7. 11. ; and Wed 24. 10. 8:00–8:44 E230, Wed 31. 10. 8:00–8:44 E230, Wed 21. 11. 8:00–8:44 E230, Wed 28. 11. 8:00–8:44 E230, A. Hes
B_Mar/vMPH: Sat 13. 10. 14:00–15:30 E228, 15:45–17:15 E228, Fri 23. 11. 15:45–17:15 E228, Sat 8. 12. 9:45–11:15 E228, 11:30–13:00 E228, A. Hes
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
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
  • TOMAN, Miloš. Intuitivní marketing: pro 21. století. Praha: Management Press, 2016. ISBN 978-80-7261-399-1.
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • 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.
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
    recommended literature
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • TRYDOM, Johan. Introduction to Marketing [electronic resource]. Claremont: Juta and Company, 2015. ISBN 9781485104926.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • BAČUVČÍK, Radim a Lenka HARANTOVÁ. Sociální marketing. Zlín: Radim Bačuvčík - VeRBuM, 2016. ISBN 978-80-87500-80-4.
  • JANOUCH, Viktor. Internetový marketing: [přilákejte návštěvníky a maximalizujte zisk]. 2. vyd. V Brně: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B. Praha: Vysoká škola finanční a správní, 2016. ISBN 978-80-7408-141-5.
  • ELIÁŠ, Karel. How to challenge ontemporary marketing Communications Issues. Czech Marketplace. Americká obchodní komora v Praze, 2015. info
Teaching methods
Lectures in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: Minimum compulsory attendance at lectures and tutorials in full-time is 75%, the controlled group consultations in combined studies 50%. Students who fail to meet the mandatory level of participation can be entered during the semester additional study obligations (to the extent that you demonstrate academic achievement and gained competencies necessary for successful completion of course)
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: 10 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 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2018, recent)
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