Course detail
Marketing
FP-ERBMAREAcad. year: 2018/2019
Marketing business approach is important base of long term good competitive position of the company. Marketing knowledge is important base for business management.
The course is focused on actual marketing practice based on theoretical background.
The course is interactive, students are working on the particular project of marketing plan development. The project is step by step presented and consulted with the lecturer.
Basic timing structure of the course is following:
Week 1-2:
Introduction to Marketing and its role in the business, basic marketing terms and tools, basic approach to marketing mix.
Week 3-4:
Marketing analysis methodology and its practical use.
Week 5-6:
Basics of the marketing research as a tool to get feedback and other important information from the market.
Week 7-8:
Market segmentation and its practical use.
Week 9-10:
Product offer preparation from the marketing perspective, Targeting and positioning of the product. Product pricing.
Week 11-12:
Marketing communication - traditional and modern tools of the communication.
Week 13:
Marketing plan project presentation and feedback.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Offered to foreign students
Learning outcomes of the course unit
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
- presence at the seminars (10 %)
- quality of the prepared marketing plan project and its concordance with methodology. (25 %)
- presentation of the prepared plan (10 %)
- wirtten exam focused on systematic approach to solution of the given marketing task (55 %).
Course curriculum
The course is focused on actual marketing practice based on theoretical background.
The course is interactive, students are working on the particular project of marketing plan development. The project is step by step presented and consulted with the lecturer.
Basic timing structure of the course is following:
Week 1-2:
Introduction to Marketing and its role in the business, basic marketing terms and tools, basic approach to marketing mix.
Week 3-4:
Marketing analysis methodology and its practical use.
Week 5-6:
Basics of the marketing research as a tool to get feedback and other important information from the market.
Week 7-8:
Market segmentation and its practical use.
Week 9-10:
Product offer preparation from the marketing perspective, Targeting and positioning of the product. Product pricing.
Week 11-12:
Marketing communication - traditional and modern tools of the communication.
Week 13:
Marketing plan project presentation and feedback.
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694.
Recommended reading
Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press.
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
The course is focused on actual marketing practice based on theoretical background.
The course is interactive, students are working on the particular project of marketing plan development. The project is step by step presented and consulted with the lecturer.
Basic timing structure of the course is following:
Week 1-2:
Introduction to Marketing and its role in the business, basic marketing terms and tools, basic approach to marketing mix.
Week 3-4:
Marketing analysis methodology and its practical use.
Week 5-6:
Basics of the marketing research as a tool to get feedback and other important information from the market.
Week 7-8:
Market segmentation and its practical use.
Week 9-10:
Product offer preparation from the marketing perspective, Targeting and positioning of the product. Product pricing.
Week 11-12:
Marketing communication - traditional and modern tools of the communication.
Week 13:
Marketing plan project presentation and feedback.