Marketing (FSI-HMR-K)

Academic year 2018/2019
Supervisor: doc. Ing. Vladimír Chalupský, CSc., MBA  
Supervising institute: ÚST all courses guaranted by this institute
Teaching language: Czech
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:
    Guided consultation  1 × 17 hrs. optionally                  
    Controlled Self-study  1 × 35 hrs. optionally                  
Course curriculum:
    Guided consultation 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
    Controlled Self-study 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. BUREŠ, I. Marketingově řízená firma. Praha: Management Press, 1992. 101 s. ISBN 80-85603-24-1
3. KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
Literature - recommended:
1. McCARTHY, J., PERREAULT, W.D. Základy marketingu. 1. vyd. Praha: Victoria Publishing, 1995. 511s. ISBN 80-85605-29-
2. PŘIBOVÁ, M. A KOL. Marketingový výzkum v praxi. 1. vyd. Praha: Grada, 1996. 238s. ISBN 80-7169-299-9
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
M2I-K combined study M-STM Manufacturing Technology and Management in Industry -- Cr,Ex 5 Compulsory 2 1 S
M2I-K combined study M-STM Manufacturing Technology and Management in Industry P linked to branch B-STG Cr,Ex 5 Compulsory 2 1 S