BA_Mar Marketing

Vysoká škola finanční a správní
zima 2025
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Ing. Dagmar Frendlovská, Ph.D. (cvičící)
Garance
Ing. Dagmar Frendlovská, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová
Rozvrh seminárních/paralelních skupin
BA_Mar/cMCPH: každý lichý čtvrtek 10:30–11:14 E225, každý lichý čtvrtek 11:15–12:00 E225, D. Frendlovská
BA_Mar/pMCPH: Čt 12:15–12:59 E225, Čt 13:00–13:45 E225, 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: -Get basic knowledge about Marketing and its basic 4 P elements -Understand the process of effective planning of the marketing mix and the factors which should be considered -Get basic knowledge and understanding of the main elements of the communication mix - Advertising, PR, Direct Mktg, Sales Promotion, Personal Sales, Event Marketing, On-line Marketing -Understand how to assess the results of using the elements of the communication mix -Get acquainted with the interaction between the company(the client) and the creative and media planning agencies in their common efforts to conduct a successful marketing strategy
Výstupy z učení
After completing the course, the students should be able to: -Define the basic concepts of Marketing and its main elements -Be aware of the necessary steps in planning a successful marketing strategy -Be aware of the process of choosing the company's partners in preparing and conducting marketing programs - the main steps in choosing the relevant agencies -Have a substantial knowledge on the communication mix elements and their usage within the communication strategy of the company -Be aware and able to evaluate the results of the communication strategy of the company and the usage of each one of its elements
Osnova
WEEK I. Definition of Marketing – its evolution, driving forces, and roles for both consumers and the company. WEEK II. Strategic Marketing Planning – discussion of the individual steps of the planning process. WEEK III. (Marketing) Research – why research is conducted, types of research, and the role of each. WEEK IV. Brand Management – the process of building a brand and the importance of creating and maintaining a strong brand for the business. WEEK V. B2B Marketing – overview and specifics. WEEK VI. The 4Ps of Marketing: Product – development and management of product concepts and the products themselves. WEEK VII. The 4Ps of Marketing: Price – pricing concepts and their proper choice. WEEK VIII. The 4Ps of Marketing: Place (Distribution) – types of distribution channels and their appropriate use. WEEK IX. The 4Ps of Marketing: Promotion – further breakdown of promotion tools. WEEK X. Communication Mix and Integrated Marketing Communication (IMC) – the elements of the communication mix and their appropriate application depending on particular circumstances. WEEK XI. Organization of a tender for selecting a marketing agency. WEEK XII. Team project presentations and course wrap-up.
Literatura
    doporučená literatura
  • • CLOW, Kenneth E. a Donald E. BAACK. Integrated Advertising, Promotion, and Marketing Communications. 9th edition, Global edition. Boston: Pearson, 2021. ISBN 978-0-13-558980-9.
  • • PRIDE, William M. a O. C. FERRELL. Marketing. 21st edition. Boston: Cengage Learning, 2024. ISBN 978-0-357-98426-0.
  • 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.
Výukové metody
Teaching methods: interactive lectures + focused discussions/presentations used both during lectures and exercise sessions; The goal is to train students to understand marketing theory and to consider its possible applications/effects in practice - preparation, execution and evaluation of marketing strategies, usage and justification of the selected particular communication mix tools, successful cooperation between the client and the mktg.agency;
Metody hodnocení
Grading: The grade will be structured as follows:15%Assignment 1, 15% Assignment 2, 70% Final Written Exam requiring the personal presence of the student. GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 E 59-50 F - below 50Class Class Attendance & Participation: While the student´s presence at lectures is highly recommended, a condition for being eligible for an examination is at minimum 75% presence at the exercise sessions. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point-of-view with the class. Deadlines: Communication professionals always meet deadlines, that is why late assignments will not be accepted.
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) However, keep in mind that the lecture pesentations are the main course study materials and they comprise of different sources which are not to be found in one particular book. That is why, the presence of the students in class is key in order to ensure the successful passing of the exam.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2013, zima 2014, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.
  • Statistika zápisu (nejnovější)
  • Permalink: https://is.vsfs.cz/predmet/vsfs/zima2025/BA_Mar