B_Mar Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
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: Dita Egertová
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
  • 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.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. In: . [2017]. ISBN 978-1-119-34114-7.
  • DIB, Allan. Marketingový plán na jednu stránku: nejrychlejší cesta k penězům. Přeložil Martin ŠIKÝŘ. Praha: Grada, 2020. ISBN 978-80-271-2591-3.
  • GODIN, Seth. Tohle je marketing!: zcela nový přístup k marketingu, prodeji a reklamě. Přeložil Eva MAŠKOVÁ KŘÁPKOVÁ. Praha: Grada, 2020. ISBN 978-80-271-2567-8.
  • JADERNÁ, Eva. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert. ISBN 978-80-271-1384-2.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • WESTWOOD, John. Sestavte dobrý marketingový plán: jak správně stanovit strategii, efektivně plánovat a dosahovat marketingových cílů. Přeložil Tomáš PIŇOS. V Brně: Lingea, 2020. Vstříc úspěchu. ISBN 978-80-7508-624-2.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
    recommended literature
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
  • MUŽÍK, Tomáš. Prodej na prvním místě: manuál pro firmy, jak pomocí sociálních sítí opravdu vydělávat. [Česko]: [Tomáš Mužík], 2019. ISBN 978-80-2705-660-6.
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases of pandemic emergency and restrictions on contact teaching.
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: 16 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

B_Mar Marketing

University of Finance and Administration
Winter 2023
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
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: Dita Egertová
Timetable of Seminar Groups
B_Mar/cMMO: each even Thursday 8:45–9:29 M17, each even Thursday 9:30–10:15 M17, V. Kunz
B_Mar/cMPH: each even Thursday 14:00–14:44 E306, each even Thursday 14:45–15:30 E306, A. Hes
B_Mar/poMMO: each odd Thursday 14:00–14:44 M25, each odd Thursday 14:45–15:30 M25, each odd Thursday 15:45–16:29 M25, each odd Thursday 16:30–17:15 M25, A. Hes
B_Mar/pxMPH: each odd Thursday 14:00–14:44 E230, each odd Thursday 14:45–15:30 E230, each odd Thursday 15:45–16:29 E230, each odd Thursday 16:30–17:15 E230, 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
  • 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.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. In: . [2017]. ISBN 978-1-119-34114-7.
  • DIB, Allan. Marketingový plán na jednu stránku: nejrychlejší cesta k penězům. Přeložil Martin ŠIKÝŘ. Praha: Grada, 2020. ISBN 978-80-271-2591-3.
  • GODIN, Seth. Tohle je marketing!: zcela nový přístup k marketingu, prodeji a reklamě. Přeložil Eva MAŠKOVÁ KŘÁPKOVÁ. Praha: Grada, 2020. ISBN 978-80-271-2567-8.
  • JADERNÁ, Eva. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert. ISBN 978-80-271-1384-2.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • WESTWOOD, John. Sestavte dobrý marketingový plán: jak správně stanovit strategii, efektivně plánovat a dosahovat marketingových cílů. Přeložil Tomáš PIŇOS. V Brně: Lingea, 2020. Vstříc úspěchu. ISBN 978-80-7508-624-2.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
    recommended literature
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
  • MUŽÍK, Tomáš. Prodej na prvním místě: manuál pro firmy, jak pomocí sociálních sítí opravdu vydělávat. [Česko]: [Tomáš Mužík], 2019. ISBN 978-80-2705-660-6.
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases of pandemic emergency and restrictions on contact teaching.
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: 16 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2022
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
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: Ivana Plačková
Timetable of Seminar Groups
B_Mar/cMMO: each odd Thursday 12:15–12:59 M17, each odd Thursday 13:00–13:45 M17, V. Kunz
B_Mar/cMPH: each odd Wednesday 12:15–12:59 E306, each odd Wednesday 13:00–13:45 E306, except Wed 26. 10. ; and Wed 26. 10. 12:15–13:45 E004, A. Hes
B_Mar/poMMO: each odd Monday 8:45–9:29 M26, each odd Monday 9:30–10:15 M26, each odd Monday 10:30–11:14 M26, each odd Monday 11:15–12:00 M26, A. Hes
B_Mar/pxMPH: each odd Monday 8:45–9:29 E004, each odd Monday 9:30–10:15 E004, each odd Monday 10:30–11:14 E004, each odd Monday 11:15–12:00 E004, 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
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. In: . [2017]. ISBN 978-1-119-34114-7.
  • WESTWOOD, John. Sestavte dobrý marketingový plán: jak správně stanovit strategii, efektivně plánovat a dosahovat marketingových cílů. Přeložil Tomáš PIŇOS. V Brně: Lingea, 2020. Vstříc úspěchu. ISBN 978-80-7508-624-2.
  • 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.
  • 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.
    recommended literature
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • MUŽÍK, Tomáš. Prodej na prvním místě: manuál pro firmy, jak pomocí sociálních sítí opravdu vydělávat. [Česko]: [Tomáš Mužík], 2019. ISBN 978-80-2705-660-6.
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases of pandemic emergency and restrictions on contact teaching.
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: 16 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
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: Lenka Pokorná
Timetable of Seminar Groups
B_Mar/cMMO: each odd Tuesday 14:00–14:44 M14, each odd Tuesday 14:45–15:30 M14, V. Kunz
B_Mar/cMPH: each even Wednesday 10:30–11:14 E227, each even Wednesday 11:15–12:00 E227, A. Hes
B_Mar/pMMO: each even Thursday 10:30–11:14 M25, each even Thursday 11:15–12:00 M25, each even Thursday 12:15–12:59 M25, each even Thursday 13:00–13:45 M25, A. Hes
B_Mar/pMPH: each odd Thursday 8:45–9:29 E227, each odd Thursday 9:30–10:15 E227, each odd Thursday 10:30–11:14 E227, each odd Thursday 11:15–12:00 E227, 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
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. In: . [2017]. ISBN 978-1-119-34114-7.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • 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.
  • 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
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
    recommended literature
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • TRYDOM, Johan. Introduction to Marketing [electronic resource]. Claremont: Juta and Company, 2015. ISBN 9781485104926.
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • 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.
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B. Praha: Vysoká škola finanční a správní, 2016. ISBN 978-80-7408-141-5.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • ELIÁŠ, Karel. How to challenge ontemporary marketing Communications Issues. Czech Marketplace. Americká obchodní komora v Praze, 2015. info
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases of pandemic emergency and restrictions on contact teaching.
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: 16 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 2018, Winter 2019, Winter 2020, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2020
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
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: Lenka Pokorná
Timetable of Seminar Groups
B_Mar/cMMO: each odd Thursday 10:30–11:14 M14, each odd Thursday 11:15–12:00 M14, except Thu 19. 11. ; and Thu 3. 12. 12:15–13:45 M14, V. Kunz
B_Mar/cMPH: each odd Wednesday 14:00–14:44 E123, each odd Wednesday 14:45–15:30 E123, A. Hes
B_Mar/pMPH: Wed 10:30–11:14 E223, Wed 11:15–12:00 E223, except Wed 25. 11. ; and Wed 25. 11. 14:00–15:30 E230, A. Hes
B_Mar/poMMO: Wed 10:30–11:14 M24, Wed 11:15–12:00 M24, except Wed 25. 11. ; and Wed 25. 11. 14:00–15:30 E230, A. Hes
B_Mar/vMPH: Fri 23. 10. 17:30–19:00 E129, 19:15–20:45 E129, Sat 7. 11. 14:00–15:30 E227, 15:45–17:15 E227, Fri 4. 12. 17:30–19:00 E129, 19:15–20:45 E129, Fri 11. 12. 17:30–19:00 E129, 19:15–20:45 E129, 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
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • 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.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • TOMAN, Miloš. Intuitivní marketing: pro 21. století. Praha: Management Press, 2016. ISBN 978-80-7261-399-1.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
    recommended literature
  • BAČUVČÍK, Radim a Lenka HARANTOVÁ. Sociální marketing. Zlín: Radim Bačuvčík - VeRBuM, 2016. ISBN 978-80-87500-80-4.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B. Praha: Vysoká škola finanční a správní, 2016. ISBN 978-80-7408-141-5.
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • 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.
  • 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
  • JANOUCH, Viktor. Internetový marketing: [přilákejte návštěvníky a maximalizujte zisk]. 2. vyd. V Brně: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • ELIÁŠ, Karel. How to challenge ontemporary marketing Communications Issues. Czech Marketplace. Americká obchodní komora v Praze, 2015. info
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases of pandemic emergency and restrictions on contact teaching.
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: 16 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 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2019
Extent and Intensity
2/1. 6 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: Lenka Pokorná
Timetable of Seminar Groups
B_Mar/cMMO: each even Monday 15:45–16:29 M15, each even Monday 16:30–17:15 M15, V. Kunz
B_Mar/cM1PH: each even Wednesday 15:45–16:29 E127, each even Wednesday 16:30–17:15 E127, A. Hes
B_Mar/cM2PH: each odd Wednesday 17:30–18:14 E129, each odd Wednesday 18:15–19:00 E129, except Wed 9. 10., except Wed 6. 11. ; and Thu 24. 10. 12:15–13:45 E230, Thu 21. 11. 12:15–13:45 E230, A. Hes
B_Mar/pMMO: Mon 14:00–14:44 M15, Mon 14:45–15:30 M15, except Mon 16. 12. ; and Wed 18. 12. 8:45–10:15 M14, V. Kunz
B_Mar/pMPH: Wed 14:00–14:44 E306, Wed 14:45–15:30 E306, except Wed 9. 10., except Wed 30. 10., except Wed 6. 11., except Wed 4. 12. ; and Thu 24. 10. 14:00–15:30 E230, Wed 30. 10. 14:00–15:30 E126, Thu 21. 11. 14:00–15:30 E230, Wed 4. 12. 14:00–15:30 E004, A. Hes
B_Mar/vMPH: Fri 25. 10. 17:30–19:00 E223, 19:15–20:45 E223, Sat 23. 11. 8:00–9:30 E223, 9:45–11:15 E223, 11:30–13:00 E223, Fri 13. 12. 15:45–17:15 E223, 17:30–19:00 E223, 19:15–20:45 E223, 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
  • TOMAN, Miloš. Intuitivní marketing: pro 21. století. Praha: Management Press, 2016. ISBN 978-80-7261-399-1.
  • 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.
  • 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.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
    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
  • 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.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • 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: 16 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 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

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
  • TOMAN, Miloš. Intuitivní marketing: pro 21. století. Praha: Management Press, 2016. ISBN 978-80-7261-399-1.
  • 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.
  • 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.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
    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
  • 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.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • 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.

B_Mar Marketing

University of Finance and Administration
Winter 2017
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/cM1PH: each even Monday 14:00–14:44 E129, each even Monday 14:45–15:30 E129, A. Hes
B_Mar/cM2PH: each even Monday 15:45–16:29 E129, each even Monday 16:30–17:15 E129, A. Hes
B_Mar/pMPH: Mon 8:45–9:29 E007KC, Mon 9:30–10:15 E007KC, except Mon 23. 10. ; and Mon 30. 10. 8:00–8:45 E007KC, Mon 6. 11. 8:00–8:45 E007KC, A. Hes
B_Mar/vMKV: Sat 14. 10. 9:45–11:15 KV204, 11:30–13:00 KV204, Sat 11. 11. 9:45–11:15 KV204, 11:30–13:00 KV204, Sat 2. 12. 11:30–13:00 KV301, V. Kunz
B_Mar/vMMO: Sat 21. 10. 11:30–13:00 M26, 14:00–15:30 M26, Sat 25. 11. 11:30–13:00 M26, 14:00–15:30 M26, Sat 16. 12. 8:00–9:30 M15, V. Kunz
B_Mar/vMPH: Sat 2. 12. 14:00–15:30 E129, 15:45–17:15 E129, Sat 16. 12. 14:00–15:30 E225, 15:45–17:15 E225, Fri 5. 1. 19:15–20:45 E128, 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
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • TOMAN, Miloš. Intuitivní marketing: pro 21. století. Praha: Management Press, 2016. ISBN 978-80-7261-399-1.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • 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.
    recommended literature
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • JANOUCH, Viktor. Internetový marketing: [přilákejte návštěvníky a maximalizujte zisk]. 2. vyd. V Brně: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • BAČUVČÍK, Radim a Lenka HARANTOVÁ. Sociální marketing. Zlín: Radim Bačuvčík - VeRBuM, 2016. ISBN 978-80-87500-80-4.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • TRYDOM, Johan. Introduction to Marketing [electronic resource]. Claremont: Juta and Company, 2015. ISBN 9781485104926.
  • ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B. Praha: Vysoká škola finanční a správní, 2016. ISBN 978-80-7408-141-5.
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2016
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)
doc. Ing. Anna Klosová, CSc. (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/cM1PH: each odd Monday 10:30–11:14 E223, each odd Monday 11:15–12:00 E223, except Mon 19. 12. ; and Wed 14. 12. 15:45–17:15 E129, A. Hes
B_Mar/cM2PH: each odd Monday 8:45–9:29 E223, each odd Monday 9:30–10:15 E223, except Mon 19. 12. ; and Wed 7. 12. 15:45–17:15 E129, A. Hes
B_Mar/pMPH: Wed 14:00–14:44 E004, Wed 14:45–15:30 E004, except Wed 19. 10., except Wed 9. 11. ; and Wed 9. 11. 14:00–15:30 E007KC, 15:45–17:15 E007KC, A. Hes
B_Mar/vMMO: Sat 5. 11. 8:00–9:30 M14, Sat 19. 11. 9:45–11:15 M14, 11:30–13:00 M14, Sat 3. 12. 9:45–11:15 M14, 11:30–13:00 M14, A. Klosová
B_Mar/vMPH: Fri 7. 10. 15:45–17:15 E225, 17:30–19:00 E225, Fri 21. 10. 17:30–19:00 E123, Fri 4. 11. 15:45–17:15 E123, 17:30–19:00 E123, 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.
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
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
  • 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.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • TOMAN, Miloš. Intuitivní marketing: pro 21. století. Praha: Management Press, 2016. ISBN 978-80-7261-399-1.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
    recommended literature
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • BAČUVČÍK, Radim a Lenka HARANTOVÁ. Sociální marketing. Zlín: Radim Bačuvčík - VeRBuM, 2016. ISBN 978-80-87500-80-4.
  • ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B. Praha: Vysoká škola finanční a správní, 2016. ISBN 978-80-7408-141-5.
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • TAJTÁKOVÁ, Mária, Jana NOVÁ a Ladislav BEDŘICH. Marketing neziskových organizácií, športu a kultúry. Bratislava: Wolters Kluwer, 2016. ISBN 978-80-8168-407-4.
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • TRYDOM, Johan. Introduction to Marketing [electronic resource]. Claremont: Juta and Company, 2015. ISBN 9781485104926.
  • JANOUCH, Viktor. Internetový marketing: [přilákejte návštěvníky a maximalizujte zisk]. 2. vyd. V Brně: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
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 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2015
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)
doc. Ing. Anna Klosová, 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 odd Thursday 12:15–12:59 M17, each odd Thursday 13:00–13:45 M17, V. Kunz
B_Mar/cM1PH: each even Thursday 15:45–16:29 E123, each even Thursday 16:30–17:15 E123, A. Hes
B_Mar/cM2PH: each odd Wednesday 15:45–16:29 E129, each odd Wednesday 16:30–17:15 E129, A. Hes
B_Mar/pMMO: each odd Tuesday 12:15–12:59 M14, each odd Tuesday 13:00–13:45 M14, each odd Tuesday 14:00–14:44 M14, each odd Tuesday 14:45–15:30 M14, A. Klosová
B_Mar/pMPH: Wed 10:30–11:14 E306, Wed 11:15–12:00 E306, except Wed 25. 11. ; and Wed 25. 11. 10:30–12:00 E004, A. Hes
B_Mar/vMMO: Sat 3. 10. 9:45–11:15 M14, 11:30–13:00 M14, Sat 17. 10. 9:45–11:15 M14, 11:30–13:00 M14, Sat 31. 10. 11:30–13:00 M14, A. Klosová
B_Mar/vMPH: Fri 6. 11. 17:15–18:45 E225, Fri 20. 11. 15:30–17:00 E126, 17:15–18:45 E126, Fri 4. 12. 15:30–17:00 E126, 17:15–18:45 E126, 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.
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
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7
  • • VEJDĚLEK, J. Jak sestavit marketingový plán, Grada Publishing, Praha 1996, 117 s. ISBN: 80-7169-542-4
    recommended literature
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • COOPER, J., LANE, P. Marketingové plánování, Grada Publishing, Praha, 1999, 229 s. ISBN 80-7169-641-2
  • FISK P. Staňte se marketingovým géniem, Computer Press, 2006, Brno, 348 s., ISBN 80-251-1319-1
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • WESTWOOD, J. Jak sestavit marketingový plán, Grada Publishing, Praha, 1999, 117 s. ISBN 80-7169-542-4
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 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2014
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)
doc. Ing. Anna Klosová, 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 odd Tuesday 14:00–14:44 M16, each odd Tuesday 14:45–15:30 M16, V. Kunz
B_Mar/cM1PH: each odd Wednesday 14:00–14:44 E124, each odd Wednesday 14:45–15:30 E124, A. Hes
B_Mar/cM2PH: each even Wednesday 14:00–14:44 E124, each even Wednesday 14:45–15:30 E124, A. Hes
B_Mar/cM3PH: each even Wednesday 8:45–9:29 E125, each even Wednesday 9:30–10:15 E125, A. Hes
B_Mar/pMMO: each even Tuesday 14:00–14:44 M14, each even Tuesday 14:45–15:30 M14, each even Tuesday 15:45–16:29 M14, each even Tuesday 16:30–17:15 M14, A. Klosová
B_Mar/pMPH: Mon 10:30–11:14 E004, Mon 11:15–12:00 E004, A. Hes
B_Mar/uMPH: Tue 21. 10. 17:30–19:00 E224, 19:15–20:45 E224, Tue 18. 11. 17:30–19:00 E224, Tue 25. 11. 17:30–19:00 E224, Tue 9. 12. 17:30–19:00 E224, A. Hes
B_Mar/vMPH: Fri 17. 10. 15:30–17:00 E024, 17:15–18:45 E024, Fri 14. 11. 17:15–18:45 E129, Fri 28. 11. 15:30–17:00 E129, 17:15–18:45 E129, 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.
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
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7
  • • VEJDĚLEK, J. Jak sestavit marketingový plán, Grada Publishing, Praha 1996, 117 s. ISBN: 80-7169-542-4
    recommended literature
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • COOPER, J., LANE, P. Marketingové plánování, Grada Publishing, Praha, 1999, 229 s. ISBN 80-7169-641-2
  • FISK P. Staňte se marketingovým géniem, Computer Press, 2006, Brno, 348 s., ISBN 80-251-1319-1
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • WESTWOOD, J. Jak sestavit marketingový plán, Grada Publishing, Praha, 1999, 117 s. ISBN 80-7169-542-4
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 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Summer 2014
Extent and Intensity
2/1. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Miloslav Šašek (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/cPPPH: each odd Thursday 12:15–12:59 E024, each odd Thursday 13:00–13:45 E024, M. Šašek
B_Mar/pPPPH: Thu 14:00–14:44 E123, Thu 14:45–15:30 E123, M. Šašek
B_Mar/vPPPH: Fri 7. 3. 15:30–17:00 E127, 17:15–18:45 E127, Fri 21. 3. 17:15–18:45 E127, Sat 5. 4. 9:45–11:15 E127, 11:30–13:00 E127, M. Šašek
Prerequisites
Elementary knowledge of marketing issues from the high school. The ability to realize and observe the practical applications of marketing in everyday life and connect them with the theory which will be taught in the 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.
Syllabus
  • 1. Podstata a role marketingu. Charakteristika a definice marketingu. Marketingové koncepce. Zákazník a současný marketing. Směna a obchodní vztahy. Maslowova pyramida.
  • 2. Prostředí. Co představuje prostředí. Důvody a metody analýzy prostředí. Marketing a analýza prostředí. SWOT analýza.
  • 3. Zákaznické a průmyslové trhy. Segmentace trhu. Segmentační proměnné. Charakteristiky segmentů. BCG matice. Paterův princip.
  • 4. Produkt. Rozdělení a vlastnosti. Čtyřstupňová analýza produktu. Produktový mix. Životní cyklus produktu. Produkt jako nástroj odlišení se a zaujetí. Vznik produktu. Inovace.
  • 5. Cena. Strategie stanovení ceny. Změna ceny. Reakce na ceny konkurence.
  • 6. Distribuce. Distribuční kanály a organizace prodeje. Distribuce a konkurenční výhoda. Distribuční strategie.
  • 7. Informace. Informační soustavy. Zdroje informací. Způsoby získávání, uchovaní a zpracování informací. Zpětná vazba.
  • 8. Komunikace. Marketingový komunikační mix. Nástroje marketingové komunikace. Integrovaná marketingová komunikace.
  • 9. Moderní informační technologie, elektronické podnikání a internet. Elektronický obchod.
  • 10. Marketingový výzkum. Význam marketingového výzkumu pro rozhodování. Metodika mrkt. výzkumu.Metody mrkt. výzkumu. Aplikace.
  • 11. Marketingový plán. Výchozí aktivity. Proces marketingového plánování. Prezentace plánu.
  • 12. Konkurence. Identifikace konkurentů. Strategie konkurentů. Analýzy konkurence. Konkurence a zdroj konkurenční výhody. Shrnutí, opakování, informace o zakončení předmětu.
Literature
    required literature
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
    recommended literature
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • COOPER, J., LANE, P. Marketingové plánování, Grada Publishing, Praha, 1999, 229 s. ISBN 80-7169-641-2
  • FISK P. Staňte se marketingovým géniem, Computer Press, 2006, Brno, 348 s., ISBN 80-251-1319-1
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • • VEJDĚLEK, J. Jak sestavit marketingový plán, Grada Publishing, Praha 1996, 117 s. ISBN: 80-7169-542-4
  • WESTWOOD, J. Jak sestavit marketingový plán, Grada Publishing, Praha, 1999, 117 s. ISBN 80-7169-542-4
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 60%. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the 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.
General note: Bb1.
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, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2013
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. (lecturer)
doc. Ing. Anna Klosová, 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 Tuesday 8:45–9:29 M14, each even Tuesday 9:30–10:15 M14, A. Klosová
B_Mar/cM1PH: each odd Wednesday 14:00–14:44 E127, each odd Wednesday 14:45–15:30 E127, A. Hes
B_Mar/cM2PH: each even Wednesday 15:45–16:29 E123, each even Wednesday 16:30–17:15 E123, A. Hes
B_Mar/cM3PH: each even Wednesday 14:00–14:44 E128, each even Wednesday 14:45–15:30 E128, A. Hes
B_Mar/cM4PH: each odd Wednesday 15:45–16:29 E225, each odd Wednesday 16:30–17:15 E225, A. Hes
B_Mar/pMMO: Wed 8:45–9:29 M14, Wed 9:30–10:15 M14, V. Kunz
B_Mar/pMPH: Mon 12:15–12:59 E007KC, Mon 13:00–13:45 E007KC, A. Hes
B_Mar/uMKL: Tue 15. 10. 14:00–15:30 K212, 15:45–17:15 K212, Tue 29. 10. 17:30–19:00 K212, Tue 12. 11. 14:00–15:30 K212, 15:45–17:15 K212, V. Kunz
B_Mar/uMPH: Tue 22. 10. 17:30–19:00 E127, Tue 5. 11. 17:30–19:00 E127, Tue 19. 11. 17:30–19:00 E127, Tue 26. 11. 17:30–19:00 E127, Tue 3. 12. 17:30–19:00 E127, A. Hes
B_Mar/vMMO: Sat 5. 10. 8:00–9:30 M14, Sat 16. 11. 8:00–9:30 M14, 9:45–11:15 M14, Sat 30. 11. 8:00–9:30 M14, 9:45–11:15 M14, A. Klosová
B_Mar/vMPH: Fri 22. 11. 15:30–17:00 E126, Sat 7. 12. 9:45–11:15 E128, 11:30–13:00 E128, Sat 4. 1. 9:45–11:15 E128, 11:30–13:00 E128, 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.
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
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7
    recommended literature
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • COOPER, J., LANE, P. Marketingové plánování, Grada Publishing, Praha, 1999, 229 s. ISBN 80-7169-641-2
  • FISK P. Staňte se marketingovým géniem, Computer Press, 2006, Brno, 348 s., ISBN 80-251-1319-1
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • • VEJDĚLEK, J. Jak sestavit marketingový plán, Grada Publishing, Praha 1996, 117 s. ISBN: 80-7169-542-4
  • WESTWOOD, J. Jak sestavit marketingový plán, Grada Publishing, Praha, 1999, 117 s. ISBN 80-7169-542-4
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.
General note: Bb1.
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, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Summer 2013
Extent and Intensity
2/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Guaranteed by
Ing. Miloslav Šašek
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/pPPPH: Tue 12:15–12:59 E223, Tue 13:00–13:45 E223, V. Kunz
B_Mar/vPPPH: Sat 2. 3. 9:45–11:15 E126, 11:30–13:00 E126, Sat 6. 4. 9:45–11:15 E126, 11:30–13:00 E126, Fri 19. 4. 17:15–18:45 E126, P. Klička
Prerequisites
Elementary knowledge of marketing issues from the high school. The ability to realize and observe the practical applications of marketing in everyday life and connect them with the theory which will be taught in the 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.
Syllabus
  • 1. Podstata a role marketingu. Charakteristika a definice marketingu. Marketingové koncepce. Zákazník a současný marketing. Směna a obchodní vztahy. Maslowova pyramida.
  • 2. Prostředí. Co představuje prostředí. Důvody a metody analýzy prostředí. Marketing a analýza prostředí. SWOT analýza.
  • 3. Zákaznické a průmyslové trhy. Segmentace trhu. Segmentační proměnné. Charakteristiky segmentů. BCG matice. Paterův princip.
  • 4. Produkt. Rozdělení a vlastnosti. Čtyřstupňová analýza produktu. Produktový mix. Životní cyklus produktu. Produkt jako nástroj odlišení se a zaujetí. Vznik produktu. Inovace.
  • 5. Cena. Strategie stanovení ceny. Změna ceny. Reakce na ceny konkurence.
  • 6. Distribuce. Distribuční kanály a organizace prodeje. Distribuce a konkurenční výhoda. Distribuční strategie.
  • 7. Informace. Informační soustavy. Zdroje informací. Způsoby získávání, uchovaní a zpracování informací. Zpětná vazba.
  • 8. Komunikace. Marketingový komunikační mix. Nástroje marketingové komunikace. Integrovaná marketingová komunikace.
  • 9. Moderní informační technologie, elektronické podnikání a internet. Elektronický obchod.
  • 10. Marketingový výzkum. Význam marketingového výzkumu pro rozhodování. Metodika mrkt. výzkumu.Metody mrkt. výzkumu. Aplikace.
  • 11. Marketingový plán. Výchozí aktivity. Proces marketingového plánování. Prezentace plánu.
  • 12. Konkurence. Identifikace konkurentů. Strategie konkurentů. Analýzy konkurence. Konkurence a zdroj konkurenční výhody. Shrnutí, opakování, informace o zakončení předmětu.
Literature
    required literature
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
    recommended literature
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • COOPER, J., LANE, P. Marketingové plánování, Grada Publishing, Praha, 1999, 229 s. ISBN 80-7169-641-2
  • FISK P. Staňte se marketingovým géniem, Computer Press, 2006, Brno, 348 s., ISBN 80-251-1319-1
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • • VEJDĚLEK, J. Jak sestavit marketingový plán, Grada Publishing, Praha 1996, 117 s. ISBN: 80-7169-542-4
  • WESTWOOD, J. Jak sestavit marketingový plán, Grada Publishing, Praha, 1999, 117 s. ISBN 80-7169-542-4
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 60%. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the 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.
General note: Bb1.
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, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2012
Extent and Intensity
2/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Tereza Dvořáková (seminar tutor)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Guaranteed by
Ing. Miloslav Šašek
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/pMMO: Tue 10:30–11:14 M14, Tue 11:15–12:00 M14, A. Klosová
B_Mar/pMPH: Thu 10:30–11:14 E007KC, Thu 11:15–12:00 E007KC, T. Dvořáková
B_Mar/uMKL: Tue 20. 11. 17:30–19:00 K203, 19:15–20:45 K203, Tue 27. 11. 14:00–15:30 K203, Tue 18. 12. 14:00–15:30 K203, 15:45–17:15 K203, P. Klička
B_Mar/uMPH: Tue 2. 10. 15:45–17:15 E129, 17:30–19:00 E129, Tue 9. 10. 17:30–19:00 E129, Tue 23. 10. 17:30–19:00 E129, Tue 30. 10. 17:30–19:00 E129, P. Klička
B_Mar/vMMO: Sat 13. 10. 9:45–11:15 M15, 11:30–13:00 M15, Sat 10. 11. 9:45–11:15 M15, 11:30–13:00 M15, Sat 1. 12. 9:45–11:15 M15, A. Klosová
B_Mar/vM2PH: Sat 27. 10. 9:45–11:15 E223, 11:30–13:00 E223, Fri 30. 11. 17:15–18:45 E223, Fri 14. 12. 17:15–18:45 E223, Fri 11. 1. 17:15–18:45 E223, P. Klička
B_Mar/vM3PH: Sat 13. 10. 9:45–11:15 E224, 11:30–13:00 E224, Sat 27. 10. 14:00–15:30 E224, 15:45–17:15 E224, Fri 9. 11. 17:15–18:45 E224, P. Klička
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.
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
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
    recommended literature
  • CHAN KIM, W. MAUBORGNE, R. Strategie modrého oceánu, Praha, Management press, 2005, 231 s. ISBN 80-7261-128-3
  • COOPER, J., LANE, P. Marketingové plánování, Grada Publishing, Praha, 1999, 229 s. ISBN 80-7169-641-2
  • FISK P. Staňte se marketingovým géniem, Computer Press, 2006, Brno, 348 s., ISBN 80-251-1319-1
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7
  • KOTLER, P. 10 smrtelných marketingových hříchů, Grada Publishing, Praha, 2005, 139 s. ISBN 80-247-0969-4
  • KOTLER, P. Marketing management, Grada Publishing, Praha, 2001, 719 s., ISBN 80-247-0016-6
  • KOTLER, P. Inovativní marketing, Grada Publishing, Praha, 2006, 199 s. ISBN 80-247-0921-X
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • PRAHALAND, C.K., RAMASWAMY, V. Budoucnost konkurence, Management press, Praha, 2005, 277 s. ISBN 80-7261-126-7
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • • VEJDĚLEK, J. Jak sestavit marketingový plán, Grada Publishing, Praha 1996, 117 s. ISBN: 80-7169-542-4
  • WESTWOOD, J. Jak sestavit marketingový plán, Grada Publishing, Praha, 1999, 117 s. ISBN 80-7169-542-4
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.
General note: Bb1.
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, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
summer 2012
Extent and Intensity
2/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
Guaranteed by
Ing. Pavel Klička, PhD.
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/vPPPH: Sat 3. 3. 11:30–13:00 E124, Fri 16. 3. 12:00–13:30 E124, 13:45–15:15 E124, Sat 31. 3. 11:30–13:00 E124, Fri 20. 4. 13:45–15:15 E124, P. Klička
Prerequisites (in Czech)
Základním předpokladem studenta je schopnost porozumět teorii marketingu a schopnost aplikovat získané teoretické znalosti na praktické příklady z oblasti marketingového řízení podniku.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
Na konci tohoto kurzu bude student umět vysvětlit pojem marketing, bude ho umět odlišit od obecného pojmu prodej. Dokáže vysvětlit jednotlivé pojmy používané v marketingu. Naučí se na marketing nahlížet v celém jeho historickém vývoji. Student dokáže přesně časově zařadit jednotlivé koncepce využívané v marketingu a dokáže je charakterizovat a poukázat na příklady těchto koncepcí v praxi. Dále je schopen vyvsvětlit podstatu komunikačního procesu v marketingu a umí vysvětlit v čem spočívá důležitost komunikačního sdělení v marketingu. Student je schopen vyjmenovat a podrobně charakterizovat jednotlivé součásti mikroprostředí a makroprostředí firmy. Dokáže jednotlivé součásti nejen vyjmenovat, ale aplikovat jednotlivé součásti prostředí do dnešní ekonomické situace a vyvodit, jaké důsledky to má pro firmy v různých odvětví národního hospodářství.Student dokáže prakticky využít SWOT analýzu na konkrétních vybraných firmách. Student dokáže vysvětlit význam segmentace, způsob segmentace a dokáže vysvětlit jaký by v konečném důsledku měl segment být a co by měl splňovat. Student je schopen vysvětlit pojem marketingový mix a jeho součásti. Je schopen aplikovat jednotlivé součásti marketingového mixu v praxi a bude schopen doložit důležitost těchto součástí pro marketing. Student bude schopen podrobně popsat úlohu produktu ve výrobkovém mixu, především pak složení výrobku a důležitost značky pro výrobek. Dokáže charakterizovat značku a na konkrétních příkladech dokáže značku popsat a vysvětlit důvod volby takové značky. Student bude znát pojem životní cyklus výrobku a BCG matice a dokáže přesně charakterizovat a vystuhnout jednotlivé fáze životního cyklu výrobku. Student je schopen vysvětlit pojem propagace. Jaké konkrétní typy propagace existují a dokáže je uplatnit na konkrétních příkladech. Dokáže aplikovat podporu prodeje a její nástroje a stejně tak umí podrobně vysvětlit reklamu a jednotlivé druhy reklamy. Bude se orientovat v základních pojmech typických pro digitální a internetovou reklamu. Student dokáže vysvětlit druhy a význam distribuce pro marketing a umí aplikovat jednotlivé druhy distribuce do praxe.
Syllabus (in Czech)
  • 1. Definice marketingu. Základní pojmy marketingu vycházející z definice marketingu, vztahový a transakční marketing
  • 2. Marketingové koncepce, komunikace a komunikační proces
  • 3. Marketingové makro a mikro prostředí. Trhy a cílové trhy. SWOT analýza. Segmentace trhu
  • 4. Marketingový mix – produkt, cena
  • 5. Marketingový mix – propagace, distribuce
Literature
    required literature
  • KOTLER, P., KELLER, K.: Marketing management, GRADA 2007,
  • PELSMACKER, P., GEUENS, M.: Marketingová komunikace, GRADA 2007,
  • PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
  • KOTLER, P. and G. ARMSTRONG. Marketing. 1. vydání. Praha: Grada Publishing, 2004. info
  • KARLÍČEK, M., KRÁL, P.: Marektingová komunikace, GRADA 2011,
    recommended literature
  • Foret, M.: Marketingová komunikace, CPRESS 2011
Teaching methods (in Czech)
Výuka probíhá formou interaktivních přednášek s PowerPointovou prezentací, diskuse a řízených skupinových konzultací v kombinovaném studiu.
Assessment methods (in Czech)
Předmět je zakončen zkouškou (ZK, 7 kreditů). Zkouška bude provedena ústním zkoušením. Na konci semestru studenti obdrží okruhy otázek ke zkoušce
Language of instruction
Czech
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, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2011
Extent and Intensity
2/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
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/pMMO: each odd Tuesday 10:30–11:14 M14, each odd Tuesday 11:15–12:00 M14, each odd Tuesday 12:15–12:59 M14, each odd Tuesday 13:00–13:45 M14, A. Klosová
B_Mar/pMPH: Thu 10:30–11:14 E007KC, Thu 11:15–12:00 E007KC, M. Vaňák
B_Mar/sMKL: Wed 26. 10. 14:00–15:30 K303, Wed 7. 12. 17:30–19:00 K203, 19:15–20:45 K203, Wed 14. 12. 17:30–19:00 K203, 19:15–20:45 K203, P. Klička
B_Mar/sMPH: Wed 12. 10. 17:30–19:00 E228, 19:15–20:45 E228, Wed 26. 10. 17:30–19:00 E228, Wed 9. 11. 17:30–19:00 E228, 19:15–20:45 E228, P. Klička
B_Mar/vMMO: Fri 18. 11. 15:30–17:00 M26, Fri 2. 12. 13:45–15:15 M26, 15:30–17:00 M26, Fri 16. 12. 13:45–15:15 M26, 15:30–17:00 M26, V. Kunz
B_Mar/vM2PH: Sat 19. 11. 9:45–11:15 E223, 11:30–13:00 E223, Sat 3. 12. 14:00–15:30 E223, Fri 16. 12. 15:30–17:00 E223, Fri 13. 1. 15:30–17:00 E223, M. Šašek
B_Mar/vM3PH: Sat 19. 11. 14:00–15:30 E224, Sat 3. 12. 9:45–11:15 E224, 11:30–13:00 E224, Fri 16. 12. 17:15–18:45 E224, Fri 13. 1. 17:15–18:45 E224, M. Šašek
Prerequisites (in Czech)
Základním předpokladem studenta je schopnost porozumět teorii marketingu a schopnost aplikovat získané teoretické znalosti na praktické příklady z oblasti marketingového řízení podniku.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
Cílem přednášek je vymezit roli marketingu v moderní ekonomice a také v jednotlivých etapách jeho vývoje. Definovat typy zákazníků a jejich chování na trhu, faktory, které na toto chování mají vliv a charakterizovat vývoj zákaznických potřeb. Definovat také změny v poměru sil na trhu a jejich význam jako pro zákazníka, tak pro producenta (výrobce nebo poskytovatele služeb). Seznámit s vlivy vnějšího makro a mikrookolí a vnitřními zdroji (silami) podniku a se základními metodami a postupy analýzy tohoto okolí. Seznámit s Porterovou analýzou a s podstatou metody STP. Vysvětlit význam SWOT analýzy v oblasti silných a slabých stránek podniku a příležitostí i rizik. Charakterizovat nejdůležitější vnitřní zdroje podniku. Vysvětlit podstatu práce s portfolio analýzami, zejména maticí BCG a dalšími typy analýz. Dále seznámit seznámit se základními typy produktu, jeho vlastnostmi. Vysvětlit podstatu a význam práce s křivkou životního cyklu produktu. Seznámit se základními postupy a požadavky při tvorbě produktu. Charakterizovat také vývoj hlavních ekonomických ukazatelů. Seznámit se základními postupy a požadavky při tvorbě produktu a jeho umístění na trhu. Vysvětlit specifické vlastnosti produktu – služby. Vymezit úlohu práce s cenou a seznámit s hlavními externími vlivy na tvorbu ceny a strategiemi cenové tvorby. Vysvětlit podstatu jednotlivých hlavních typů cen, důvodů ke změně cen a seznámit s typy cenových slev a možnostmi reakce na cenové změny konkurence. Seznámit s prodejními cestami a organizací prodeje a specifickými vlastnostmi maloobchodu a velkoobchodu včetně jejich úlohy při tvorbě hodnoty produktu. Vysvětlit význam informací a vytváření informačních databází pro úspěšnou činnost firmy a její konkurence schopnost na trhu. Charakterizovat základní marketingové strategie, principy strategického myšlení a význam a tvorbu strategického marketingového plánu a dalších typů plánů podniku. Charakterizovat základní prvky marketingové mixu a prvky marketingového mixu ve službách. Vysvětlit možnosti práce s jednotlivými prvky marketingového mixu v rámci positioningu produktu do vybraných segmentů zákazníků. Seznámit s úlohou marketingové komunikace při řízení vztahů se zákazníky a získávání konkurenční výhody. Seznámit s prvky propagačního mixu. Vysvětlit úlohu integrované marketingové komunikace. Charakterizovat význam a úlohu logistiky v procesu marketingové komunikace a seznámit s nejdůležitějšími médii. Vysvětlit důležitost adekvátního financování propagace ve vztahu k pozici produktů na trhu a také aktuální situaci podniku v rámci konkurenčního prostředí. Vysvětlit vztah mezi vývojem křivky životního cyklu produktu a použitím prvků propagačního mixu. Dále připomenout, jak významnou úlohu sehrává internet jako součást nového a efektivnějšího vztahu mezi výrobci nebo poskytovateli služeb a jejich zákazníky i v prezentaci podniku. Charakterizovat hlavní prvky a součásti e-businessu, e-komunikace a elektronických obchodů. Charakterizovat specifickou roli prvků marketingového mixu při elektronickém obchodování i metodami kvantitativního a kvalitativního hodnocení těchto činností.
Syllabus (in Czech)
  • 1.Charakteristika a definice marketingu. 2.Zákazník a současný marketing. 3.Směna a obchodní vztahy. 4.Vnější a vnitřní činitele. 5. Management trhu. 6.Marketingové analýzy. 7.Produkt a jeho charakteristika. 8.Životní cyklus produktu. 9.Vývoj produktu. 10.Strategie a metody stanovení ceny. 11.Změna ceny a reakce na cenové změny konkurence. 12.Distribuce produktů na trhu. 13.Prodejní cesty a organizace prodeje. 14.Maloobchodní a velkoobchodní prodej a jejich specifické vlastnosti. 15.Marketingové informace a informační soustava marketingu. 16.Marketingové strategie a marketingový plán. 17.Marketingovým mix. 18.Marketingová komunikace a propagace. 19.Logistika komunikace. 20.Výběr a vlastnosti médií a rozpočet na propagaci. 21.Propagace a životní cyklus produktu. 22.Vliv informačních technologií na marketing. 23.Elektronické podnikání a internet. 24.Základní druhy elektronického obchodování a marketingový mix.
Literature
    required literature
  • Vaňák, M.: Základy marketingu. 2.přepracované vydání. Praha: VŠFS 2011
  • Bureš, I.: Ofenzivní marketing aneb jak zaútočit na konkurenci. Praha, Managemet Press 2002
  • Kotler, P.: Marketing management. Praha, Grada Publishing, 2006
  • Havlíček, K., Kašík, M.: Marketingové řízení malých a středních podniků. Praha, Management Press, 2005
    recommended literature
  • Váňa, P. a kolektiv: Direct marketing v teorii a praxi. Praha, Management Press, 2006
  • Čichovský, L.: Marketing konkurenceschopnosti. Praha, Radix, 2002
  • Havlíček, K., Kašík, M.: Podnikový marketing. VŠFS, 2004
  • Chlebovský, V.: CRM - Řízení vztahů se zákazníky. Computer Press, 2005
  • Horáková, I.: Strategický marketing. Praha, Grada Publishing, 2001
  • Stuchlík, P., Dvořáček, M.: Marketing na internetu. Praha, Grada Publishing, 2000
Teaching methods (in Czech)
Výuka probíhá formou interaktivních přednášek s PowerPointovou prezentací, diskuse a řízených skupinových konzultací v kombinovaném studiu.
Assessment methods (in Czech)
Předmět je zakončen zkouškou (ZK, 7 kreditů), který je podle počtu zúčastněných studentů realizován formou písemného testu nebo jako ústní zkouška.
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, summer 2012, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Summer 2011
Extent and Intensity
2/0. 7 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: graded credit.
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations
The course is offered to students of any study field.
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Winter 2011, summer 2012, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2010
Extent and Intensity
2/0. 7 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: graded credit.
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
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/pMMO: Tue 12:15–12:59 M26, Tue 13:00–13:45 M26, A. Klosová
B_Mar/pMPH: Wed 14:00–14:44 E007KC, Wed 14:45–15:30 E007KC, M. Vaňák
B_Mar/uMKL: Tue 19. 10. 14:00–15:30 K205, 15:45–17:15 K205, Tue 26. 10. 15:45–17:15 K206, Tue 9. 11. 14:00–15:30 K205, 15:45–17:15 K205, P. Klička
B_Mar/uMPH: Tue 2. 11. 15:45–17:15 E124, 17:30–19:00 E124, Tue 9. 11. 17:30–19:00 E124, Tue 7. 12. 15:45–17:15 E124, 17:30–19:00 E124, M. Vaňák
B_Mar/vMMO: Fri 3. 12. 13:45–15:15 M17, Fri 17. 12. 13:45–15:15 M17, 15:30–17:00 M17, Fri 14. 1. 13:45–15:15 M17, 15:30–17:00 M17, V. Kunz
B_Mar/vM2PH: Fri 15. 10. 12:00–13:30 E225, Fri 5. 11. 12:00–13:30 E225, 13:45–15:15 E225, Sat 4. 12. 14:00–15:30 E225, Fri 17. 12. 15:30–17:00 E225, M. Šašek
B_Mar/vM3PH: Sat 4. 12. 15:45–17:15 E227, Fri 17. 12. 12:00–13:30 E227, 13:45–15:15 E227, Fri 14. 1. 12:00–13:30 E227, 13:45–15:15 E227, M. Šašek
Prerequisites (in Czech)
Předpoklady: Základním předpokladem studenta je schopnost porozumět teorii marketingu a schopnost aplikovat získané teoretické znalosti na praktické příklady z oblasti marketingového řízení podniku.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl předmětu: Cílem tohoto předmětu je vymezit roli marketingu v moderní ekonomice a v jednotlivých etapách jeho vývoje a seznámit se základními definicemi všech prvků marketingu. Dále pak charakterizovat současnou situaci na národním i globálním trhu, změny v poměru sil na trhu a jejich vliv na producenta i zákazníka. Dalším cílem je vymezení úlohu produktu (výrobku nebo služby) v rámci marketingového mixu, jeho členění, jeho specifické vlastnosti a práce s produktem v jednotlivých etapách životního cyklu. Důležitým cílem je také vymezit roli směny, roli nejdůležitějších účastníků tohoto procesu a charakterizovat principy moderních a efektivních přístupů ke směně. Velmi důležitým cílem pak je seznámit s úlohou analýzy vnějšího a vnitřního prostředí podniku, charakterizovat hlavní činitele tohoto prostředí a jejich vzájemné působení. V neposlední řadě pak seznámit studenty s významem a postupy plánování v tržní ekonomice a také významem stanovení správné strategie a taktiky na základě předchozí analytické činnosti a s nutností kontrolní činnosti. Dále pak seznámit s významem a prvky informačních a komunikačních technologií a jejich užitím v podnikatelské praxi, jako neodmyslitelnou podmínkou pro dosažení úspěchu veškerého podnikání v období globalizace a hyperkonkurence. Cíl předmětu platí i pro kombinované studium.
Syllabus (in Czech)
  • Obsah přednášek: Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Osnova přednášek: 1. Marketing jako vytváření hodnoty pro zákazníky a uspokojování jejich potřeb a přání 2. Poptávka jako důsledek potřeb, tužeb a přání zákazníka vycházející z jeho kupní síly. 3. Výrobky, služby a speciální služby. Komplexní produkt a práce s jednotlivými jeho vlastnostmi. 4. Životní cyklus produktu a vývoj navazujících veličin. Transakční versus vztahový marketing. CRM jako nástroj systematického řízení změn a zdokonalování vnitřních procesů firmy, vliv konkurence na chování podniku a na chování zákazníka. 5. Umisťování produktů na zákaznických a průmyslových trzích. 6. Segmentace trhů a práce s marketingovým mixem. Základní podmínky pro vstup na zahraniční trhy, analýza zahraničních trhů, strategie vstupu na zahraniční trhy a exportní marketing. 7. Subjekty v jednotlivých typech prostředí a konkurence. 8. Význam a metodika SWOT analýzy, metodika analýzy vnějšího makrookolí podniku, metodika analýzy vnějšího mikrookolí podniku. 9. Vnitřní zdroje podniku a vliv vnějšího okolí na práci s nimi. 10. Řízení marketingových aktivit a marketingové mixy. 11. Plánování a strategie. 12. Možnosti uskutečňování vztahového marketingu a elektronické obchodování (e-business).
Literature
    required literature
  • • Kotler, P.: Marketing management. Praha: Grada Publishing, 2001.
  • • Havlíček K., Kašík M.: Marketingové řízení malých a středních podniků. Praha: Management Press, 2005. ISBN 80-7261-120-8
  • • Vaňák M., Nahodil F.: Základy marketingu – skripta. Praha: VŠFS–Eupress, 2007. ISBN: 978-80-86754-85-7
    recommended literature
  • Náhradní obsah: Mercer, D.: Marketing, Blackwel Publisher, Cambridge, 1996
  • • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • • Kolektiv autorů: Základy marketingu. Praha: Fortuna, 1997.
  • • Bureš, I.: Marketingově řízená firma. Praha: Management Press, 1992.
  • • Horáková, I.: Marketing v současné světové praxi. 1. vydání. Praha: Grada Publishing, 1992. ISBN 80-85424-83-5
    not specified
  • www.vsfs.cz/knihovna
Teaching methods (in Czech)
Výukové metody: Výuka probíhá formou interaktivních přednášek s PowerPointovou prezentací, diskuse a řízených skupinových konzultací v kombinovaném studiu.
Assessment methods (in Czech)
Metody hodnocení: Předmět je zakončen zápočtem (z, 4 kredity), který je podle počtu zúčastněných studentů realizován formou písemného testu nebo jako ústní zkouška.
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/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Summer 2010
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Jitka Novotná (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2009
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Jitka Novotná (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
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/pMKL: Tue 12:15–12:59 K211, Tue 13:00–13:45 K211, P. Klička
B_Mar/pMMO: Tue 10:30–11:14 M24, Tue 11:15–12:00 M24, A. Klosová
B_Mar/pMPH: Mon 15:45–16:29 E007KC, Mon 16:30–17:15 E007KC, M. Vaňák
B_Mar/sMKL: Wed 7. 10. 17:30–19:00 K205, 19:15–20:45 K205, Wed 21. 10. 17:30–19:00 K205, 19:15–20:45 K205, P. Klička
B_Mar/sM1aPH: Wed 30. 9. 17:30–19:00 E225, Wed 14. 10. 19:15–20:45 E225, Wed 11. 11. 17:30–19:00 E225, 19:15–20:45 E225, M. Vaňák
B_Mar/sM1bPH: Wed 30. 9. 19:15–20:45 E227, Wed 14. 10. 17:30–19:00 E227, Wed 4. 11. 17:30–19:00 E222, 19:15–20:45 E222, M. Vaňák
B_Mar/vMMO: Fri 16. 10. 12:00–13:30 M15, Fri 30. 10. 12:00–13:30 M15, Fri 13. 11. 12:00–13:30 M15, 13:45–15:15 M15, V. Kunz
B_Mar/vM2PH: Sat 31. 10. 9:45–11:15 E128, 11:30–13:00 E128, Fri 13. 11. 15:30–17:00 E128, Fri 11. 12. 13:45–15:15 E128, M. Šašek
B_Mar/vM3PH: Fri 13. 11. 17:15–18:45 E129, Fri 27. 11. 12:00–13:30 E129, 13:45–15:15 E129, Fri 11. 12. 12:00–13:30 E129, M. Šašek
Prerequisites (in Czech)
Předpoklady: Základním předpokladem studenta je schopnost porozumět teorii marketingu a schopnost aplikovat získané teoretické znalosti na praktické příklady z oblasti marketingového řízení podniku
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Cílem tohoto předmětu je vymezit roli marketingu v moderní ekonomice a v jednotlivých etapách jeho vývoje a seznámit se základními definicemi všech prvků marketingu. Dále pak charakterizovat současnou situaci na národním i globálním trhu, změny v poměru sil na trhu a jejich vliv na producenta i zákazníka. Dalším cílem je vymezení úlohu produktu (výrobku nebo služby) v rámci marketingového mixu, jeho členění, jeho specifické vlastnosti a práce s produktem v jednotlivých etapách životního cyklu. Důležitým cílem je také vymezit roli směny, roli nejdůležitějších účastníků tohoto procesu a charakterizovat principy moderních a efektivních přístupů ke směně. Velmi důležitým cílem pak je seznámit s úlohou analýzy vnějšího a vnitřního prostředí podniku, charakterizovat hlavní činitele tohoto prostředí a jejich vzájemné působení. V neposlední řadě pak seznámit studenty s významem a postupy plánování v tržní ekonomice a také významem stanovení správné strategie a taktiky na základě předchozí analytické činnosti a s nutností kontrolní činnosti. Dále pak seznámit s významem a prvky informačních a komunikačních technologií a jejich užitím v podnikatelské praxi, jako neodmyslitelnou podmínkou pro dosažení úspěchu veškerého podnikání v období globalizace a hyperkonkurence.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1. Marketing jako vytváření hodnoty pro zákazníky a uspokojování jejich potřeb a přání 2. Poptávka jako důsledek potřeb, tužeb a přání zákazníka vycházející z jeho kupní síly. 3. Výrobky, služby a speciální služby. Komplexní produkt a práce s jednotlivými jeho vlastnostmi. 4. Životní cyklus produktu a vývoj navazujících veličin. Transakční versus vztahový marketing. CRM jako nástroj systematického řízení změn a zdokonalování vnitřních procesů firmy, vliv konkurence na chování podniku a na chování zákazníka. 5. Umisťování produktů na zákaznických a průmyslových trzích. 6. Segmentace trhů a práce s marketingovým mixem. Základní podmínky pro vstup na zahraniční trhy, analýza zahraničních trhů, strategie vstupu na zahraniční trhy a exportní marketing. 7. Subjekty v jednotlivých typech prostředí a konkurence. 8. Význam a metodika SWOT analýzy, metodika analýzy vnějšího makrookolí podniku, metodika analýzy vnějšího mikrookolí podniku. 9. Vnitřní zdroje podniku a vliv vnějšího okolí na práci s nimi. 10. Řízení marketingových aktivit a marketingové mixy. 11. Plánování a strategie. 12. Možnosti uskutečňování vztahového marketingu a elektronické obchodování (e-business).
Literature
  • Havlíček K., Kašík M.: Marketingové řízení malých a středních podniků. Praha: Management Press, 2005. ISBN 80-7261-120-8
  • Vaňák M., Nahodil F.: Základy marketingu – skripta. Praha: VŠFS–Eupress, 2007. ISBN: 978-80-86754-85-7
  • Bureš, I.: Marketingově řízená firma. Praha: Management Press, 1992.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Horáková, I.: Marketing v současné světové praxi. 1. vydání. Praha: Grada Publishing, 1992. ISBN 80-85424-83-5
  • Kotler, P.: Marketing management. Praha: Grada Publishing, 2001.
  • Kolektiv autorů: Základy marketingu. Praha: Fortuna, 1997.
Assessment methods (in Czech)
Vyučující metody: interaktivní přednášky s PowerPointovou prezentací a diskuse Metody hodnocení: Zkouška formou testu nebo ústní zkouška
Language of instruction
Czech
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: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Summer 2009
Extent and Intensity
2/0/0. 4 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: graded credit.
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Jitka Novotná (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
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: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2008
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Jitka Novotná (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
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/cMKLks: Thu 13. 11. 19:15–20:45 K205, Thu 20. 11. 19:15–20:45 K205, Thu 27. 11. 19:15–20:45 K205, Thu 4. 12. 19:15–20:45 K205, P. Klička
B_Mar/pMKL: each even Tuesday 15:45–16:29 K211, each even Tuesday 16:30–17:15 K211, each even Thursday 17:30–18:14 K207, each even Thursday 18:15–19:00 K207, P. Klička
B_Mar/pMMO: Tue 10:30–11:14 M24, Tue 11:15–12:00 M24, A. Klosová
B_Mar/pMPH: Thu 15:45–16:29 E007KC, Thu 16:30–17:15 E007KC, M. Vaňák
B_Mar/uM1aPH: Tue 9. 12. 17:30–19:00 E225, 19:15–20:45 E225, Tue 16. 12. 17:30–19:00 E225, 19:15–20:45 E225, M. Vaňák
B_Mar/uM1bPH: Tue 11. 11. 17:30–19:00 E227, 19:15–20:45 E227, Tue 18. 11. 19:15–20:45 E227, Tue 2. 12. 19:15–20:45 E227, M. Vaňák
B_Mar/vMMO: Fri 10. 10. 12:00–13:30 M14, 13:45–15:15 M14, Fri 24. 10. 12:00–13:30 M14, 13:45–15:15 M14, V. Kunz
B_Mar/vM2PH: Sat 25. 10. 8:00–9:30 E125, 9:45–11:15 E125, Fri 7. 11. 17:15–18:45 E125, Fri 21. 11. 13:45–15:15 E125, M. Šašek
B_Mar/vM3PH: Fri 10. 10. 13:45–15:15 E126, 15:30–17:00 E126, Sat 25. 10. 11:30–13:00 E126, Fri 7. 11. 15:30–17:00 E126, M. Šašek
B_Mar/vM4PH: Fri 21. 11. 12:00–13:30 E127, Fri 5. 12. 15:30–17:00 E127, Fri 9. 1. 12:00–13:30 E127, 13:45–15:15 E127, M. Šašek
Prerequisites (in Czech)
Žádné zvláštní předpoklady pro pro studium tohoto předmětu nejsou požadovány, kromě zájmu se tento pro praxi důležitý předmět naučit.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Cíl kurzu: Kurs předmětu Marketingu (Mar) je koncipován jako jednosemestrový. Skládá se z přednášek s časovou dotací 2 hod. za týden. Je ukončen zkouškou. Cílem kurzu je předat studentům poznatky o významu marketingu a všech jeho součástí pro úspěšné řízení podnikatelského subjektu v tržním prostředí a hyperkonkurenci i praktické příklady z uplatnění různých typů marketingové strategie a taktiky. Témata jednotlivých lekcí daného předmětu jsou následující: 1. Definice marketingu 2. Zákaznické potřeby, přání a poptávka 3. Produkty, výrobky a služby 4. Směna a obchodní vztahy 5. Trhy a cílové trhy 6. Marketingové makro a mikro prostředí 7. Marketingové strategie a plánování 8. Vliv informačních technologií 21. století na marketing.
Syllabus (in Czech)
  • 1. Marketing jako vytváření hodnoty pro zákazníky a uspokojování jejich potřeb a přání 2. Poptávka jako důsledek potřeb, tužeb a přání zákazníka vycházející z jeho kupní síly. 3. Výrobky, služby a speciální služby. Komplexní produkt a práce s jednotlivými jeho vlastnostmi. 4. Životní cyklus produktu a vývoj navazujících veličin. Transakční versus vztahový marketing. CRM jako nástroj systematického řízení změn a zdokonalování vnitřních procesů firmy, vliv konkurence na chování podniku a na chování zákazníka. 5. Umisťování produktů na zákaznických a průmyslových trzích. 6. Segmentace trhů a práce s marketingovým mixem. Základní podmínky pro vstup na zahraniční trhy, analýza zahraničních trhů, strategie vstupu na zahraniční trhy a exportní marketing. 7. Subjekty v jednotlivých typech prostředí a konkurence. 8. Význam a metodika SWOT analýzy, metodika analýzy vnějšího makrookolí podniku, metodika analýzy vnějšího mikrookolí podniku. 9. Vnitřní zdroje podniku a vliv vnějšího okolí na práci s nimi. 10. Řízení marketingových aktivit a marketingové mixy. 11. Plánování a strategie. 12. Možnosti uskutečňování vztahového marketingu a elektronické obchodování (e-business).
Assessment methods (in Czech)
Vyučující metody: Přednášky spojené s videoprojekcí, prezentací grafů atd. Metody hodnocení: ZK
Language of instruction
Czech
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: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Summer 2008
Extent and Intensity
2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Jitka Novotná (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_Mar Marketing

University of Finance and Administration
Winter 2007
Extent and Intensity
2/0. 4 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Ing. Pavel Klička, PhD. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Mgr. Jitka Novotná (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
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/pMKL: Thu 14:00–14:44 K311, Thu 14:45–15:30 K311, P. Klička
B_Mar/pMMO: Tue 10:30–11:14 M14, Tue 11:15–12:00 M14, A. Klosová
B_Mar/pMPH: Tue 8:45–9:29 E004, Tue 9:30–10:15 E004, M. Vaňák
B_Mar/sM1aPH: Wed 21. 11. 19:15–20:45 E129, Wed 28. 11. 19:15–20:45 E129, Wed 5. 12. 19:15–20:45 E129, Wed 12. 12. 19:15–20:45 E129, M. Vaňák
B_Mar/sM1bPH: Wed 3. 10. 19:15–20:45 E126, Wed 10. 10. 19:15–20:45 E126, Wed 24. 10. 19:15–20:45 E126, Wed 31. 10. 19:15–20:45 E126, M. Vaňák
B_Mar/uMKL: Tue 2. 10. 17:30–19:00 K205, 19:15–20:45 K205, Tue 16. 10. 17:30–19:00 K205, 19:15–20:45 K205, J. Novotná
B_Mar/vMMO: Fri 23. 11. 12:00–13:30 M17, 13:45–15:15 M17, Sat 5. 1. 8:00–9:30 M17, 9:45–11:15 M17, V. Kunz
B_Mar/vM2PH: Sat 27. 10. 14:00–15:30 E223, 15:45–17:15 E223, Fri 30. 11. 15:30–17:00 E223, 17:15–18:45 E223, M. Vaňák
B_Mar/vM3PH: Sat 27. 10. 9:45–11:15 E224, 11:30–13:00 E224, Sat 1. 12. 9:45–11:15 E224, 11:30–13:00 E224, M. Vaňák
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Předmět Marketing (B_Mar) je koncipován jako jednosemestrový. Skládá se z přednášek s časovou dotací 2 hod. za týden. Je ukončen zkouškou. Témata jednotlivých lekcí daného předmětu jsou následující: Název tématického celku: 1. Definice marketingu, Zákaznické potřeby, přání a poptávka 2. Produkty, výrobky a služby. 3. Směna a obchodní vztahy. 4. Směna a obchodní vztahy. 5. Trhy a cílové trhy. 6. Marketingové makro a mikroprostředí. 7. Marketingové strategie a plánování. 8. Vliv informačních technologií 21. století na marketing.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1. Marketing jako vytváření hodnoty pro zákazníky a uspokojování jejich potřeb a přání 2. Poptávka jako důsledek potřeb, tužeb a přání zákazníka vycházející z jeho kupní síly. 3. Výrobky, služby a speciální služby. Komplexní produkt a práce s jednotlivými jeho vlastnostmi. 4. Životní cyklus produktu a vývoj navazujících veličin. Transakce jako jednotka směny. Transakční versus vztahový marketing. CRM jako nástroj systematického řízení změn a zdokonalování vnitřních procesů firmy, vliv konkurence na chování podniku a na chování zákazníka. 5. Umisťování produktů na zákaznických a průmyslových trzích. 6. Segmentace trhů a práce s marketingovým mixem. Základní podmínky pro vstup na zahraniční trhy, analýza zahraničních trhů, strategie vstupu na zahraniční trhy a exportní marketing. 7. Subjekty v jednotlivých typech prostředí a konkurence. 8. Význam a metodika SWOT analýzy, metodika analýzy vnějšího makrookolí podniku, metodika analýzy vnějšího mikrookolí podniku. 9. Vnitřní zdroje podniku a vliv vnějšího okolí na práci s nimi. 10. Řízení marketingových aktivit a marketingové mixy. 11. Plánování a strategie. 12. Možnosti uskutečňování vztahového marketingu a elektronické obchodování (e-business).
Assessment methods (in Czech)
Vyučující metody: přednášky Metody hodnocení: ZK
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms 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 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (recent)