VSFS:B_Mar Marketing - Course Information
B_Mar Marketing
University of Finance and AdministrationWinter 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.
- Enrolment Statistics (Winter 2012, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2012/B_Mar