Marketing (FSI-HMR)

Academic year 2018/2019
Supervisor: doc. Ing. Vladimír Chalupský, CSc., MBA  
Supervising institute: ÚST all courses guaranted by this institute
Teaching language: Czech
Course type: applied basis, departmental course
Aims of the course unit:
The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.
Learning outcomes and competences:
Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.
Prerequisites:
Knowledge of basic economic terms.
Course contents:
The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.
Teaching methods and criteria:
The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.
Assesment methods and criteria linked to learning outcomes:
Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.
Controlled participation in lessons:
Two written tests in the course of the semester, working out a seminar project.
Type of course unit:
    Lecture  13 × 2 hrs. optionally                  
    Exercise  13 × 2 hrs. optionally                  
Course curriculum:
    Lecture 1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy
    Exercise 1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising
Literature - fundamental:
1. KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0.
2. KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
2. CHLEBOVSKÝ, V. MARKETING PRO B-2- B TRHY. BRNO: AKADEMICKÉ NAKLADATELSTVÍ CERM, S.R.O. BRNO, 2010. ISBN: 978-80-214-4129- 3.
3. KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460.
Literature - recommended:
1. KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
M2I-P full-time study M-STM Manufacturing Technology and Management in Industry P linked to branch B-STG Cr,Ex 5 Compulsory 2 1 S
M2I-P full-time study M-VAS Production of Automotive and Technical Lights -- Cr,Ex 5 Compulsory 2 1 S
M2I-P full-time study M-STM Manufacturing Technology and Management in Industry -- Cr,Ex 5 Compulsory 2 1 S
M2I-P full-time study M-SLE Foundry Technology -- Cr,Ex 4 Elective (voluntary) 2 1 S
IT-MGR-2 full-time study MMI Management and Information Technologies -- Cr,Ex 5 Compulsory 1 1 S
IT-MGR-2 full-time study MBI Bioinformatics and Biocomputing -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MSK Computer Networks and Communication -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MMM Mathematical Methods in Information Technology -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MBS Information Technology Security -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MPV Computer and Embedded Systems -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MIS Information Systems -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MIN Intelligent Systems -- Cr,Ex 5 Elective 1 0 S
IT-MGR-2 full-time study MGM Computer Graphics and Multimedia -- Cr,Ex 5 Elective 1 0 S