BA_Mar Marketing

Vysoká škola finanční a správní
zima 2014
Rozsah
2/1. 10 hodin KS/semestr. 7 kr. Doporučované ukončení: zk. Jiná možná ukončení: z.
Vyučující
PhDr. Karel Eliáš, CSc. (cvičící)
Garance
PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec
Rozvrh seminárních/paralelních skupin
BA_Mar/cMCPH: každé liché úterý 15:45–16:29 E223, každé liché úterý 16:30–17:15 E223, K. Eliáš
BA_Mar/pMCPH: Čt 12:15–12:59 E223, Čt 13:00–13:45 E223, K. Eliáš
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
Goal of the subject: to set a knowledge base for broad understanding of a modern marketing(definitons,state of-the-art concepts,..) and its implications for marketing communication incl.marketing mix( i.e.product,price,place and promotion) and marketing communication mix ( i.e.Advertising,PR,Sales promotion,Direct marketing a Personal Selling).Consequently students should be able to assess,modify and propose various marketing processes,campaigns and decisions.
Osnova
  • Programme: 1.Marketing (definitions, marketing concepts incl.basics).Marketing Ethics and Environment. 2.Customer and modern marketing ( market segmentation, customer needs and behaviour,customer loyalty,CRM,CSR,..). 3.Trade exchange and customer relations (B2B,B2C,C2C,B2G,C2G,etc. incl.market analysis,STEP,..). 4.Market management ( Positioning and Branding,brand values,..). 5.Marketing analysis (SWOT). 6.Product and its charakteristics (Product development,Product life cycle,Product sales cycle,..). 7.Pricing strategies and methods (price change manageme nt and possible competitor,s reaction). 8.Distribution ( distribution channels set up and processes, variuous scenarios). 9.Marketing informations system (Market Research, external and internal sourcing,..). 10.Promotion (Marketing Communication Mix i.e.Advertising,PR,Sales Promotion,Direct Marketing and Personal Selling).Alternative marketing.Push vs.Pull strategies. 11.E-active marketing ( how new technologies have been changing marketing over the time).Social networks and how it works. 12.Summary.Questions and answers with students.
Literatura
    povinná literatura
  • CLOW,K.E.-BAACK,D.: Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education, c 2012.ISBN: 0-273-75328-2(brož.), 978-0-273-75328-5(brož.).
  • FARRAL,C.-LINDSLEY,M.:Professional English in Use.Marketing.Cambridge University Press 2008.ISBN: 978-0-521-70269-0
    doporučená literatura
  • WHALLEY,A.:Strategic Marketing.2010 Andrew Whalley and bookboon.com.ISBN: 978-87-7681-643-8.
  • Enterpreneur magazin ´s ultimate guide to Google adwords:how to access 100 milliom people in 10 minutes / Perry Marshall and Bryan Todd (2nd ed.).[Irvin,CA]Entrepreneur Press, c2010.ISBN:978-1-599-183-602
Výukové metody
Teaching methods: interactive lectures + focused discussions/presentations.
Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns.
Metody hodnocení
Assesment methods: Credit will be based on student,s presentation of the mkt.study(selected topic) during seminars. Examination(7 credits)will consist of the succesfull accoplishment of the written test (List of questions will be available on:IS-subject BA_Mar_A-study documents-List od Qs) + interview (type will be subject of the number of students in the study group). N.B.Minimal student,s presence level in the lectures/seminars has been set on 75%.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
Vyučovací jazyk
Angličtina
Navazující předměty
Informace učitele
All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5)
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2013, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.