Course detail

Marketing Application

FP-maKAcad. year: 2012/2013

The course is aimed at enlarging and deepening of marketing knowledge and its application in firms conditions. Major focus will be given to selected areas of paramount importance for a successful application of marketing approach in company´s management, e.g. aplication of marketing research, six sigma marketing etc.

Language of instruction

Czech

Number of ECTS credits

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

The students will gain knowledge of specific marketing methods, stressing the importance of the services contribution in a firm´s portfolio, used in international marketing settings and in market research.

Prerequisites

Deep knowledge of marketing terms and concepts.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Assesment methods and criteria linked to learning outcomes

Assessment of the course is based on the "final" written exam

Course curriculum

Marketing research 1
Marketing research 2
The introduction into six sigma marketing processes
Six sigma marketing scorecards - marketing performance evaluation
Six sigma marketing in strategic processes (IDEA)
Product Portfolio Renewal (ID)
QFD in marketing area
Product Portfolio Renewal (EA)
Six sigma marketing in tactical processes
Six sigma marketing in operational processes

Work placements

Not applicable.

Aims

The major goal of this course is to master the theoretical knowledge and practical skills needed for utilization of marketing approach in a company maangement. The goal is to make students familiar with specific marketing methods and tools, used especially in situation, when there is visible trend of growing importance of services in building of sustainable competitive advantage, of growing internationalization of firms and with profound market research methodology utilization.

Specification of controlled education, way of implementation and compensation for absences

It will be based on the active form of education.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOZEL, R. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha: Grada Publishing a.s., 2006. ISBN 80-247-0966-X. (CS)

Recommended reading

CLEVELING, C. M., L. HAMLETON a B. MCCARTHY. Six Sigma for Marketing Processes. Boston: Pearson Education, 2007. ISBN ISBN-10: 013199008X. (EN)
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)
PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. 1.vyd. Praha, Grada 1996. 238s. ISBN 80-7169-2999-0. (CS)

Classification of course in study plans

  • Programme MGR-KS Master's

    branch MGR-ŘEP-KS , 2 year of study, summer semester, compulsory-optional

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

Marketing research 1
Marketing research 2
The introduction into six sigma marketing processes
Six sigma marketing scorecards - marketing performance evaluation
Six sigma marketing in strategic processes (IDEA)
Product Portfolio Renewal (ID)
QFD in marketing area
Product Portfolio Renewal (EA)
Six sigma marketing in tactical processes
Six sigma marketing in operational processes