B_Mar Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
Guaranteed by
doc. Ing. Aleš Hes, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_Mar/cMPH: each odd Monday 12:15–12:59 E306, each odd Monday 13:00–13:45 E306, A. Hes
B_Mar/pMPH: Wed 12:15–12:59 E306, Wed 13:00–13:45 E306, except Wed 23. 10. ; and Wed 20. 11. 14:00–15:30 E007KC, A. Hes
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.
Learning outcomes
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.
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
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3., akt. vyd. Praha: Vysoká škola finanční a správní, 2015. ISBN 978-80-7408-100-2.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. In: . [2017]. ISBN 978-1-119-34114-7.
  • DIB, Allan. Marketingový plán na jednu stránku: nejrychlejší cesta k penězům. Přeložil Martin ŠIKÝŘ. Praha: Grada, 2020. ISBN 978-80-271-2591-3.
  • GODIN, Seth. Tohle je marketing!: zcela nový přístup k marketingu, prodeji a reklamě. Přeložil Eva MAŠKOVÁ KŘÁPKOVÁ. Praha: Grada, 2020. ISBN 978-80-271-2567-8.
  • JADERNÁ, Eva. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert. ISBN 978-80-271-1384-2.
  • TAHAL, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. V Praze: C. H. Beck, 2015. ISBN 978-80-7400-585-5.
  • WESTWOOD, John. Sestavte dobrý marketingový plán: jak správně stanovit strategii, efektivně plánovat a dosahovat marketingových cílů. Přeložil Tomáš PIŇOS. V Brně: Lingea, 2020. Vstříc úspěchu. ISBN 978-80-7508-624-2.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada, 2016. ISBN 978-80-247-5769-8.
    recommended literature
  • HES, Aleš. Hodnotové aspekty interkulturní komunikace. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-108-8.
  • VYSEKALOVÁ, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha: Grada, 2014. ISBN 978-80-247-4843-6.
  • KOZEL, R. Moderní marketingový výzkum, Praha, Grada Publishing, Praha, 2006, 277 s. ISBN 80-247-0966-X
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
  • MUŽÍK, Tomáš. Prodej na prvním místě: manuál pro firmy, jak pomocí sociálních sítí opravdu vydělávat. [Česko]: [Tomáš Mužík], 2019. ISBN 978-80-2705-660-6.
Teaching methods
LLectures in the full-time form of study. Guided group consultations in a combined form of study. Extent of compulsory participation in teaching: The minimum compulsory participation in lectures and exercises in full-time study is 75%, in guided group consultations in combined study 55%. Students who do not meet the mandatory scope of participation, may be assigned additional study obligations during the semester (to the extent that will allow to prove study results and acquired competencies necessary for successful completion of the course). These conditions also apply to online teaching in cases restrictions on contact teaching.
Assessment methods
The course ends with a credit and an examination. The credit is either in the form of a defence and presentation of seminar papers on the assigned topics, which the teacher announces in the first two weeks of the semester, or in the form of a written tick-box test. The examination is written in the form of a supplementary test on the material covered and on the entire scope of the course. The question outlines are analogous to the fall course and are available in the IS, in the study materials for the Marketing course. The recommended time to answer the questions in the written examination is 40 minutes. The answers are to be completed by the learners within the limits of two A4 pages. The tutor will instruct the learners about the form and the form of the answers before the examination. In the event of failure of the learners in the written part of the examination, the teacher decides on the next course of action. Due to the number of credits, the answers to the questions given by the learners must be comprehensive and well presented. In the case of serious deficiencies in knowledge, the learner repeats the written examination at the next date, or in the case of minor deficiencies it is possible to "correct" the assessment by interview. The teacher decides on these possibilities and the way of conducting the interview.
Language of instruction
Czech
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 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
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