BA_Mar Marketing

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Dagmar Frendlovská, Ph.D. (seminar tutor)
Mgr. Lenka Frýda (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
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 even Wednesday 15:45–16:29 E228, each even Wednesday 16:30–17:15 E228, L. Frýda
BA_Mar/pMCPH: Tue 10:30–11:14 E227, Tue 11:15–12:00 E227, except Tue 5. 10. ; and Tue 19. 10. 14:00–15:30 E307, D. Frendlovská
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$
  • 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.
    recommended literature
  • 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
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. The exam is in oral form. The topics are analogous to the syllabus of the subject and will be published at the first lecture. The instructor teaches the way and forms of answers at the beginning of the class. In the case of serious shortcomings in knowledge, the student repeats the oral exam in the next term, Assesment methods: Credit will be based on student,s presentation of the mkt.study(selected topic) during seminars. 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 2019, Winter 2020, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2021, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2021/BA_Mar