Course detail
Industry Marketing
FP-SpmPAcad. year: 2022/2023
Modern conception of marketing, basic presumptions for its application, basis of marketing conception in business and its realization tools. Marketing mix. Marketing company strategy. Marketing features in basic market segments.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Learning outcomes of the course unit
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication.
Prerequisites
Co-requisites
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
The course ends with credit and an exam.
The overall point assessment in the subject is divided as follows:
Active participation in lectures 10 points, preparation of a team project and its defense 50 points, completion of an e-learning course 30 points and an e-learning test 10 points.
Course curriculum
Introduction, requirements for ongoing work and for the exam.
Marketing and its modern concept - basic terms, their definitions, definitions and mutual links.
Marketing analysis and influences - external factors
Marketing analysis and the effects of internal factors
Product as added value for the customer, context analysis portfolio
Basics of marketing research and its use in marketing
Market segmentation, targeting and positioning
Price formation, price sensitivity
Distribution and its forms
Marketing communication – traditional forms
Marketing communications - digital and online
Customer Relationship Management and relationship marketing
Industry trends
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
JAKUBÍKOVÁ D., STRATEGICKÝ MARKETING – STRATEGIE A TRENDY, 2008, PRAHA: GRADA PUBLISHING, ISBN: 978-80-247-2690-8.
KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0.
KOTLER, P.: MARKETING MANAGEMENT, 12TH EDITION, NEW JERSEY 2011.
Recommended reading
Elearning
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)
Fundamentals seminar
Teacher / Lecturer
Syllabus
Bases of marketing
Assessment of market volume and market share.
Test No. 1 - Package
Analysis of assortment cross
Case study - introduction of product to market
Portfolio analysis
Test No. 2 -- Test of Price Sensibility
Presentation of seminary assignment results
Distribution
Support of sale, sale places
Case study - Telemarketing
Elearning