BA_Mar Marketing

Vysoká škola finanční a správní
zima 2024
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Kristina Lenkova, Ph.D. (cvičící)
Garance
Kristina Lenkova, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Rozvrh seminárních/paralelních skupin
BA_Mar/cMCPH: každý sudý čtvrtek 15:45–16:29 E306, každý sudý čtvrtek 16:30–17:15 E306, K. Lenkova
BA_Mar/pMCPH: Čt 14:00–14:44 E306, Čt 14:45–15:30 E306, K. Lenkova
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 & roles for both the consumers & the company WEEK II. Strategic Marketing Planning - discussion of the planning process steps WEEK III. (Market) Research – why we conduct a research, types of research and the role of each one of them WEEK IV. Brand Management – the process of building the brand and the importance of building and keeping a strong brand for the business WEEK V. B2B Marketing – overview and specifics WEEK VI.4Ps of Marketing: The Product Element – development and management of product concepts and products themselves WEEK VII. 4Ps of Marketing – The Price Element – pricing concepts and their right choice WEEK VIII. 4Ps of Marketing – The Placement Element – Types of Marketing channels and their proper usage WEEK IX. Communication Mix & the Integrated Marketing Communication (IMC)– the elements of the Marketing Communication mix and their appropriate usage depending on the particular circumstances WEEK X. Field trip to a Market research agency WEEK XI. Tender’s organization for choosing a marketing agency WEEK XII. Team Project Presentations & Course Wrap Up
Literatura
    povinná literatura
  • 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$
  • PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
    doporučená literatura
  • 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: 10% Quiz grading, 20% Attendance and contribution to class & exercise discussions, 20% Term Project Assignment, 50% Final Written Exam requiring the personal presence of the student. GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 F - Below 59 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.
  • Statistika zápisu (nejnovější)
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