Course detail

Marketing

FP-RmarKAcad. year: 2013/2014

Marketing approach is an inevitable prerequisite for long-term development of a firm in a market environment. Knowledge and deep understanding of marketing principles thus create one of the pillars of a successful firm. The content of the course "Marketing" is focused on important aspects of marketing theory and practice, connected with the preparation and execution of marketing strategy (e.g. analysis of market position of a firm, the customer analysis and their segmentation, targeting and positioning, with the marketing mix elements etc.)

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

The course will deepen students’ knowledge and skills needed for understanding of the role of marketing in the management process of the firm. The important role plays understanding of customers (analysis of their wants and needs, decision-making process, factors influencing their buying behaviour...), understanding of analytical tools and methods for analysis of customer´s needs and wants and understanding of marketing mix elements utilization for long-term firm’s development.

Prerequisites

Knowledge of economic and managerial concepts and categories.

Co-requisites

Not applied.

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

Course participants will be evaluated via vritten exam.

Course curriculum

1. Marketing in the overall managerial activities context
2. General conditions for effective marketing utilization
3. Market segmentation
4. Marekting mix elements
5. Marketing research
6. Marketing strategy
7. Contemporary trends in marketing

Work placements

Not applicable.

Aims

The goal of the course is to provide students with a set of knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.

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

Students participation on teching process is regulated by "study code".

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

ZAMAZALOVÁ,M.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4 (CS)
KOTLER, P.: Marketing podle Kotlera. Praha: Management Press, 2000. 258 s. ISBN 80-7261-010-4 (CS)
MALLYA, T.: Základy strategického řízení a rozhodování. Praha: Grada, 2007. ISBN 978-80-247-1911-5 (CS)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR-KS Master's

    branch MGR-ŘEP-KS , 1. year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

Lectures consist of an explanation of basic principles, methodology of the discipline, problems and their solutions.