VSFS:BA_Mar Marketing - Course Information
BA_Mar Marketing
University of Finance and AdministrationWinter 2016
- Extent and Intensity
- 2/1/0. 7 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
- Teacher(s)
- PhDr. Karel Eliáš, CSc. (seminar tutor)
PhDr. Ladislava Knihová, Ph.D., MBA (seminar tutor) - Guaranteed by
- PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS. - Timetable of Seminar Groups
- BA_Mar/cMCPH: each odd Wednesday 14:00–14:44 E225, each odd Wednesday 14:45–15:30 E225, K. Eliáš
BA_Mar/pBMCPH: Thu 14:00–14:44 E125, Thu 14:45–15:30 E125, L. Knihová
BA_Mar/pBMPH: each odd Monday 12:15–15:30 E125, except Mon 10. 10., except Mon 24. 10. ; and Mon 17. 10. 12:15–15:30 E125, Mon 24. 10. 12:30–15:30 E125, K. Eliáš
BA_Mar/pMCPH: Wed 15:45–16:29 E225, Wed 16:30–17:15 E225, K. Eliáš - Prerequisites
- There are no prerequisites for this course.
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives
- Goal of the subject: to set a knowledge base for broad understanding of a modern marketing(definitions,state of-the-art concepts,..) and its implications for marketing communication incl.marketing mix( i.e.product,price,place and promotion) and marketing communication mix ( i.e.Advertising,PR,Sales promotion,Direct marketing a Personal Selling).Consequently students should be able to assess,modify and propose various marketing processes,campaigns and decisions.
- Syllabus
- Programme: 1.Marketing (definitions, marketing concepts incl.basics).Marketing Ethics and Environment. 2.Customer and modern marketing ( market segmentation, customer needs and behaviour,customer loyalty,CRM,CSR,..). 3.Trade exchange and customer relations (B2B,B2C,C2C,B2G,C2G,etc. incl.market analysis,STEEP,..). 4.Market management ( Positioning and Branding,brand values,..). 5.Marketing analysis (SWOT). 6.Product and its 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 information systems (Market Research, external and internal sourcing,..). 10.Promotion (Marketing Communication Mix i.e.Advertising,PR,Sales Promotion,Direct Marketing and Personal Selling).Alternative marketing.Push vs.Pull strategies. 11.E-active marketing ( how new technologies have been changing marketing over the time).Social networks and how it works. 12.Summary.Questions and answers with students.
- Literature
- required literature
- PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
- CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
- ARIELY,D.:Predictable irrational,Revised and Expanded ed.:The Hidden Forces That Shape Our Decisions.Harper Perennial 2010.ISBN-10:9780061353246.ISBN-13:978-0061353246
- FARRAL,C.-LINDSLEY,M.:Professional English in Use.Marketing.Cambridge University Press 2008.ISBN: 978-0-521-70269-0
- recommended literature
- KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 3.0: from products to customers to the human spirit. Hoboken, N.J.: Wiley, c2010, xv, 188 p. ISBN 04-705-9882-4.
- Teaching methods
- 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. - Assessment methods
- 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 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.
- Language of instruction
- English
- 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.
- Enrolment Statistics (Winter 2016, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2016/BA_Mar