BPE_MAR Marketing

Institute of Technology and Business in České Budějovice
winter 2021
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Ing. Tsolmon Jambal, Ph.D. (seminar tutor)
Ing. Jitka Mattyašovská (seminar tutor)
Ing. et Ing. Nikola Sagapova, Ph.D. (seminar tutor)
Ing. Mgr. Martin Vítek, Ph.D., MBA (seminar tutor)
doc. Ing. Jarmila Straková, Ph.D., MBA (assistant)
Guaranteed by
doc. Ing. Ján Dobrovič, PhD.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
BPE_MAR/E2: Sat 25. 9. 13:05–14:35 E1, 14:50–16:20 E1, 16:30–18:00 E1, Sun 7. 11. 14:50–16:20 E1, 16:30–18:00 E1, Sat 20. 11. 13:05–14:35 E1, 14:50–16:20 E1, 16:30–18:00 E1, M. Vítek
BPE_MAR/P01: Tue 13:05–14:35 E1, M. Vítek
BPE_MAR/P02: Tue 16:30–18:00 E1, M. Vítek
BPE_MAR/S01: Thu 13:05–14:35 N007, M. Vítek
BPE_MAR/S02: Thu 16:30–18:00 N007, M. Vítek
BPE_MAR/S03: Tue 16:30–18:00 N007, R. Dušek
BPE_MAR/S04: Wed 13:05–14:35 N011, T. Jambal
BPE_MAR/S05: Wed 14:50–16:20 N007, R. Dušek
BPE_MAR/S06: Wed 16:30–18:00 N011, N. Sagapova
BPE_MAR/S07: Wed 8:00–9:30 N011, T. Jambal
BPE_MAR/S08: Wed 11:25–12:55 N011, T. Jambal
BPE_MAR/S09: Fri 11:25–12:55 N214, N. Sagapova
BPE_MAR/S10: Wed 9:40–11:10 N011, N. Sagapova
BPE_MAR/S11: Fri 9:40–11:10 N214, N. Sagapova
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The aim of the course is to get acquainted with the basics of marketing, explanation and understanding of the basic principles of marketing and marketing mix concept (product, price, communication mix, distribution), marketing research, segmentation, buying behavior, etc.). The student will receive comprehensive overview and knowledge of marketing.
Learning outcomes
Successful graduate:
- can practically solve basic marketing problems,
- can determine the basic segmentation criteria for a selected product (product or service),
- is able to analyze the marketing mix tools (product, price, communication mix, distribution),
- is able to design marketing research,
- is able to properly prepare marketing survey,
- is able to apply marketing principles in practice.
Syllabus
  • Lectures:
  • 1. Introduction to the course
  • 2. STP process - Segmentation, targeting, positioning
  • 3. Purchasing behavior of customers
  • 4. Marketing research, marketing information system
  • 5. Basic methods of marketing research
  • 6. Marketing and marketing mix
  • 7. Product
  • 8. Price
  • 9. Services and nonprofit organization marketing
  • 10. Marketing communication
  • 11. Marketing mix tools – sales promotion, in-store communication
  • 12. Marketing mix tools – trade shows and exhibitions, event marketing
  • 13. Distributions
  • Seminars:
  • 1. History of marketing
  • 2. Segmentation criteria
  • 3. Business buying behavior
  • 4. Marketing research process
  • 5. Data in marketing research, questionnaire
  • 6. Extended marketing mix
  • 7. Brand
  • 8. Pricing strategies
  • 9. Applications of marketing in different sectors
  • 10. Communication mix tools – advertising
  • 11. Communication mix tools – Public relations, sponsorship, corporate identity
  • 12. Communication mix tools – direct marketing, personal selling
  • 13. Online marketing, latest trends in marketing
Literature
    required literature
  • KOTLER, P. et al. 2019. Marketing Management_p4: European Edition. [s. l.]: Pearson Higher. ISBN 1292248440.
  • KOTLER, P. a G. ARMSTRONG, 2014. Principles of marketing. 15th global ed. Harlow: Pearson. ISBN 978-0-273-78699-3.
  • SLABÁ, M., 2012. Marketing: Studijní opora pro kombinované studium. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích. ISBN 978-80-7468-013-7.
  • KARLÍČEK, M. et al., 2018. Základy marketingu. 2., přeprac. a rozš. vyd. Praha: Grada. ISBN 978-80-247-5869-5.
  • KOTLER, P. a L. L. KELLER, 2013. Marketing management. 14. vyd. Praha: Grada. ISBN 978-80-247-4150-5.
  • JAKUBÍKOVÁ, D., 2013. Strategický marketing: strategie a trendy. 2. rozš. vyd. Praha: Grada. ISBN 978-80-247-4670-8.
    recommended literature
  • VAŠTÍKOVÁ, M., 2014. Marketing služeb: efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha: Grada. ISBN 978-80-247-5037-8.
  • KARLÍČEK, M., 2016. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-247- 5769-8.
Forms of Teaching
Lecture
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
essay2121
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial1332
Preparation for the Final Test3060
Final test11
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion2616
Total:130130
Assessment Methods and Assesment Rate
Test – final 70 %
Aktivita studentů, dílčí úkoly (in Czech) 5 %
essay 25 %
Exam conditions
For successful completion of the course it is necessary to achieve at least 70 % of the course and final test together under the conditions specified below. In the course test, students can get up to 30 points, i.e. 30 %. In the final test, students can get up to 70 points, i.e. 70 %. Grading for the course, i.e. points for the final test (70 - 0) + points for the course test (30 - 0): A 100 – 90, B 89.99 – 84, C 83.99 – 77, D 76.99 – 73, E 72.99 – 70, FX 69.99 – 30, F 29.99 – 0. Students in the full-time form of study are obliged to participate in 70 % of the lessons (except for lectures). If this condition is not fulfilled, the student will automatically get “F” grade.

70 % attendance at seminars and exercises is compulsory for daily students.

Course test:

Fulfilling continuous tasks - 5 % (i.e. 5 points)

essay (10 Standard pages) - 25 % (i.e. 25 points)

Final test:

Final test - 70 % (i.e. 70 points)

Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Teacher's information
Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.
The course is also listed under the following terms winter 2020, summer 2021.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2021/BPE_MAR