BA_Mar Marketing

University of Finance and Administration
Winter 2019
Extent and Intensity
2/1/0. 6 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Ladislava Knihová, Ph.D., MBA (seminar tutor)
doc. Ing. Zdeněk Linhart, CSc. (seminar tutor)
Guaranteed by
doc. Ing. Zdeněk Linhart, 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
BA_Mar/cMCPH: each odd Thursday 12:15–12:59 E224, each odd Thursday 13:00–13:45 E224, Z. Linhart
BA_Mar/pCUPH: Thu 10:30–11:14 E125, Thu 11:15–12:00 E125, L. Knihová
BA_Mar/pMCPH: Thu 14:00–14:44 E224, Thu 14:45–15:30 E224, except Thu 14. 11. ; and Thu 28. 11. 12:15–13:45 E224, Z. Linhart
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.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
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
    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
The course is completed with a credit and an exam. Credit will be given either in the form of defense and presentation of seminar papers on assigned topics, which the teacher announces in the first two weeks of the semester or in the form of a written check test. The exam is written in the form of a supplementary test of the subject matter and the entire scope of the course. The topics are analogous to the syllabus of the subject and will be published at the first lecture, they are also available in the IS, in the study materials for the subject Marketing. The recommended time to answer the questions in the written exam is 40 minutes. The answers are supplemented by students in the range of two pages on A4. The instructor teaches the way and forms of answers before the exam begins. In the case of failure of the students in the written part of the examination, the teacher decides on further steps. Given the number of credits, the answers given to the students' questions must be comprehensive and of good quality. In the case of serious shortcomings in knowledge, the student repeats the written exam in the next term, or in case of minor shortcomings it is possible to "correct" the assessment by interview. The teacher decides on these options and how to conduct the interview. 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: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2019, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2019/BA_Mar