Course detail

Marketing

FSI-YMAAcad. year: 2022/2023

Marketing approach to business is a prerequisite for ensuring a long-term prosperity of companies in the market economy. Knowledge and application of marketing is one of the pillars of a successful company. The subject of Marketing is the clarification of a number of important concepts and procedures in this field, connected with analyzing the position of the company on the market, with customer analysis, their segmentation, the problems of creating and applying the elements of the marketing mix etc.

Language of instruction

Czech

Number of ECTS credits

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Institute of Machine and Industrial Design (ÚK)

Learning outcomes of the course unit

This course will develop the knowledge needed to understand the place and importance of marketing for the management of companies as a whole as well as for the management of sub-areas (production, R+D, etc.). In particular, the subject focuses on understanding the customer's importance (understanding his / her needs and desires, decision-making, factors influencing his / her purchasing behavior ...) to ensure long-term development of the company.

Prerequisites

Elementary knowledge of economic categories is assumed.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course is taught in the form of lectures, which have the character of interpretation of basic principles and theory of a given discipline. Seminars are focused on the practical application of the material discussed at the lectures. Lectures and seminars are not compulsory.

Assesment methods and criteria linked to learning outcomes

Student will take place both in the form of continuous verification of knowledge (test during the semester, solution of case studies, team project), as well as in the form of a written examination. The resulting evaluation of students will depend on the level of systematic, ongoing work of students throughout the semester and on the results of this exam.

Course curriculum

Not applicable.

Work placements

Not applicable.

Aims

The aim of the course is to provide students with basic knowledge of marketing and lead them to understand the necessity to use marketing principles in the management of professional activities / departments in the company.

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

Checking the progress of students will take place in the form of a written test, and a team project, the final exam follows.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
KAŇOVSKÁ, Lucie a David Schüller. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0
KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6
PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017
PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8

Recommended reading

FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.
ROGGEVEEN, Anne, et al. The Role of In-Store and Online Retailing Factors. In: Creating Marketing Magic and Innovative Future Marketing Trends. Springer, Cham, 2017. p. 553-557.

Elearning

eLearning: currently opened course

Classification of course in study plans

  • Programme B-PDS-P Bachelor's 3 year of study, winter semester, compulsory

  • Programme LLE Lifelong learning

    branch CZV , 1 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

General considerations for marketing utilization in our conditions
Marketing mix - the understanding of "classical" vs. "extended" marketing mix ce, place, promotion)
Product - marketing approach to products, management of product portfolio
Product - brand, branding
Price - the role of price in marketing mix, factors influencing the pricing
Price - the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis
Distribution - the role of distribution in marketing mix, the distribution channels selection
Communication - the communication mix elements, advertising, sales support
Communication - personal sales, Public relations
Current trends in company communication
Marketing research - primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research
Current trends in marketing
Current trends in marketing

Exercise

13 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

Introduction to the subject and rules for the assessment of the study during the semester;
Expectations of students from the subject. Discussion about marketing;
Marketing environment analysis;
Segmentation;
Marketing mix;
Meaning of packaging;
Marketing of services;
Communication mix and examples of innovative marketing campaigns;
Current trends in marketing;
Written test;
Presentation of students: Team project;
Presentation of students: Team project;
Credit.

Elearning

eLearning: currently opened course