Course detail

Marketing Application

FP-maPAcad. year: 2016/2017

The subject focuses on enhancing knowledge of marketing processes and their practical application in business. Emphasis will be put both on a systematic processing approach and on applying creative tools in marketing. Attention will be also paid to selected fields with the emphasis on successful use of marketing management. The main fields will be creativity, marketing research, six sigma marketing and additional fields of practical application of marketing tools.

Language of instruction

Czech

Number of ECTS credits

Mode of study

Not applicable.

Guarantor

Ing. David Schüller, Ph.D.

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

Students will obtain knowledge of specific marketing approaches for practical application in business. Students will be able to solve the problems and decision- making tasks with the use of application software in the field of marketing research, six sigma marketing and marketing management.

Prerequisites

Deep knowledge of marketing terms and concepts.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course contains lectures that explain basic principles, problems and methodology of the discipline, and exercises that promote the practical knowledge of the subject presented in the lectures.

Assesment methods and criteria linked to learning outcomes

Preparation and presentation of projects according to professors instructions. Assessment of student´s knowledge via 1 -2 written tests.

Course curriculum

Lectures:
Marketing research 1 – marketing research methodology
Marketing research 2 - methods and techniques of marketing research
Marketing research 3 – marketing research application
Application software - data processing, marketing decision (SPSS, CRM)
Introduction to six sigma marketing process
Six sigma marketing scorecards - marketing performance evaluation
Six sigma marketing in strategic processes
QFD in marketing area
Six sigma marketing in tactical processes
Six sigma marketing in operational processes

Tutorials:
1-2 Marketing research – data processing, problem solving(nominal variables and ordinal variables)
3-4 Marketing research - Data processing, problem solving (interval variables)
5-6 Market segmentation - factor and cluster analysis using SPSS applications
7-8 Solving examples of marketing management in the application software (CRM and SPSS)
9-10 Presentation of student team-work ouputs - new approaches and tools in marketing application

Work placements

Not applicable.

Aims

The main aim is to furnish students with advanced methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the empahsis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

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

Assment of written tests and presentation of seminar assignments.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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)
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 Master's

    branch MGR-ŘEP , 2 year of study, winter semester, compulsory-optional
    branch MGR-PFO , 2 year of study, winter semester, elective

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

Lectures

Marketing Research 1 – Marketing Research Methodology
Marketing Research 2 - Methods and Techniques of Marketing Research
Marketing Research 3 – Marketing Research Application
Application Software - Data Processing
Introduction to Six Sigma Marketing Process
Six Sigma Marketing In Strategic Processes
QFD In Marketing Area – Optimization of Product Attributes
Segmentation, Targeting, Positioning
Application Software Marketing Decision - Segmentation
Six Sigma Marketing in Tactical Processes
Marketing Techniques of Price Optimization
Marketing Techniques of Marketing Communication
Six Sigma Marketing in Operational Processes

Tutorials

1-2 Marketing research – data processing, problem solving(nominal variables and ordinal variables)
3-4 Marketing Research - Data processing, problem solving (interval variables)
5-6 Market segmentation - factor and cluster analysis using SPSS applications
7-8 Solving examples of marketing management in the application software (CRM and SPSS)
9-10 Presentation of student team-work ouputs - new approaches and tools in marketing application


Exercise

26 hod., compulsory

Teacher / Lecturer

Ing. David Schüller, Ph.D.