Marketing (FSI-YMA)

Academic year 2024/2025
Supervisor: doc. Ing. Lucie Kaňovská, Ph.D.  
Supervising institute: ÚK all courses guaranted by this institute
Teaching language: Czech
Aims of the course unit:

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.
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.
Learning outcomes and competences:
 
Prerequisites:
 
Course contents:
 
Teaching methods and criteria:
 
Assesment methods and criteria linked to learning outcomes:
 
Controlled participation in lessons:
 
Type of course unit:
    Lecture  13 × 2 hrs. optionally                  
    Exercise  13 × 1 hrs. optionally                  
Course curriculum:
    Lecture

- 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 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.
Literature - fundamental:
1. 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
2. KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6
3. KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
4. JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
5. PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017
6. PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8
Literature - recommended:
1. 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.
2. FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
B-PDS-P full-time study --- no specialisation -- Cr,Ex 4 Compulsory 1 3 W