VSFS:BA_Mar Marketing - Informace o předmětu
BA_Mar Marketing
Vysoká škola finanční a správnízima 2021
- Rozsah
- 2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
- Vyučující
- Ing. Dagmar Frendlovská, Ph.D. (cvičící)
Mgr. Lenka Frýda (cvičící) - Garance
- doc. Giuseppe Maiello, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná - Rozvrh seminárních/paralelních skupin
- BA_Mar/cMCPH: každou sudou středu 15:45–16:29 E228, každou sudou středu 16:30–17:15 E228, L. Frýda
BA_Mar/pMCPH: Út 10:30–11:14 E227, Út 11:15–12:00 E227, kromě Út 5. 10. ; a Út 19. 10. 14:00–15:30 E307, D. Frendlovská - Předpoklady
- There are no prerequisites for this course.
- Omezení zápisu do předmětu
- Předmět je otevřen studentům libovolného oboru.
- Cíle předmětu
- 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.
- Výstupy z učení
- Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
- Osnova
- 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 characteristics (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.
- Literatura
- povinná literatura
- PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
- 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$
- 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.
- doporučená literatura
- 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
- Výukové metody
- 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. - Metody hodnocení
- The course is completed with a credit and an exam. Credit will be given either in the form of defense and presentation of seminar papers on assigned topics, which the teacher announces in the first two weeks of the semester. The exam is in oral form. The topics are analogous to the syllabus of the subject and will be published at the first lecture. The instructor teaches the way and forms of answers at the beginning of the class. In the case of serious shortcomings in knowledge, the student repeats the oral exam in the next term, Assesment methods: Credit will be based on student,s presentation of the mkt.study(selected topic) during seminars. Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
- Vyučovací jazyk
- Angličtina
- Navazující předměty
- Informace učitele
- All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5)
- Další komentáře
- Předmět je dovoleno ukončit i mimo zkouškové období.
- Statistika zápisu (zima 2021, nejnovější)
- Permalink: https://is.vsfs.cz/predmet/vsfs/zima2021/BA_Mar