Course detail

Marketing

FP-BMAREAcad. year: 2023/2024

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.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Offered to foreign students

Of all faculties

Entry knowledge

Basic knowledge of marketing terms and principles

Rules for evaluation and completion of the course

Assessment of the subject is based on the following pillars:
- active participation at the seminars (10%)
- Developing a marketing plan in accordance with the methodology (30%)
- presentation of the prepared plan (10%)
- additional team project and its presentation (15%)
- verbal exam focused on verifying a systematic and methodically correct approach to solving practical marketing tasks (35%)

Students are actively involved in teaching. Inspection according to project milestones.

Aims

Learning outcomes of the course unit The aim of the course is to provide students with knowledge of marketing and lead them to practical use of marketing principles in business.
The course develops the knowledge and skills needed to understand the place and importance of marketing for business, especially in small businesses. In particular, it is important to understand the importance of the customer (knowledge of his / her needs and wishes, decision making, factors influencing his / her purchasing behavior ...), acquainting with methods of analyzing their needs and expectations, clarifying the principles of using marketing management tools to ensure long-term corporate development .

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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)

Recommended reading

Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press. (EN)
Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)

eLearning

eLearning: currently opened course

Classification of course in study plans

  • Programme BAK-Z Bachelor's

    branch BAK-Z , 1. year of study, winter semester, elective

  • Programme BAK-E Bachelor's

    branch BAK-ESBD , 1. year of study, winter semester, compulsory

  • Programme BAK-ESBD Bachelor's, 1. year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

doc. Ing. Pavla Marciánová, Ph.D.

Exercise

13 hours, compulsory

Teacher / Lecturer

Ing. David Havíř, Ph.D.

eLearning

eLearning: currently opened course