FP-BMAREAcad. year: 2018/2019
A marketing approach to business is a prerequisite for ensuring the long-term prosperity of firms in the market economy. Knowledge and application of marketing is one of the pillars of a successful company.
The subject of the subject is to clarify and to use the practices of marketing practice based on current theoretical assumptions.
The course is in an interactive form in which the students gradually process a specific marketing project for the selected company. Within the part-time part of the course, the preparation of the projects will be presented and discussed in successive steps. In addition to the full-time part of the course, students will work independently on projects.
Learning outcomes of the course unit
Recommended optional programme components
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694. (EN)
KOTLER, P. and KELLER, K., 2011. Marketing management 14th edition. Prentice Hall. (EN)
Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
- Developing a marketing plan in accordance with the methodology
- presentation of the prepared plan
- A test aimed at verifying a systematic and methodically correct approach to solving practical marketing tasks
Language of instruction
Basic concept of marketing - approaches to entrepreneurship (entrepreneurial philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Marketing specifics in various fields of business
Marketing analyzes and influences (external and internal) on marketing strategies
Practical instructions for the use of analytical methods in SLEPT marketing, Porter analysis, Portfolio analysis, Assortment Cross Analysis, SWOT.
Fundamentals of marketing research as a tool for identifying customer needs, gaining feedback on their satisfaction, competition information, market trends in the monitored markets.
Specifics of individual markets and their segmentation. Specifics of consumer markets, consumer behavior in consumer markets. Specifics of organizations' markets (industrial markets), consumer behavior in industrial markets. Market segmentation, targeting, and market positioning. Segment types and possible segmentation criteria and steps.
Preparation and creation of product offer for individual market segments. Targeting and Positioning Products for Target Market Segments.
Marketing concepts and pricing practices. Possibilities of distributing products in different markets.
Marketing comunication. Traditional forms of communication, online communication, communication through social media.
Image and image marketing
Presentation and opponent evaluation of prepared projects, consultations on possible alternatives to prepared plans.
Specification of controlled education, way of implementation and compensation for absences