MAR_s Marketing

Institute of Technology and Business in České Budějovice
summer 2024
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Mgr. Michal Konečný, PhD. (seminar tutor)
doc. PhDr. František Pollák, PhD. (seminar tutor)
Guaranteed by
Ing. Radim Dušek, Ph.D.
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
MAR_s/A3: Sat 23. 3. 16:30–18:00 D516, 18:10–19:40 D516, Sun 14. 4. 8:00–9:30 D515, 9:40–11:10 D515, 11:25–12:55 D515, Sun 21. 4. 14:50–16:20 B4, 16:30–18:00 B4, Sun 19. 5. 14:50–16:20 B4, F. Pollák
MAR_s/P01: Mon 13:05–14:35 N107, R. Dušek
MAR_s/S01: Tue 8:00–9:30 N010, M. Konečný
Prerequisites (in Czech)
OBOR ( BSAp ) || OBOR ( BSAk )
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 mix
  • 7. Product
  • 8. Price
  • 9. Marketing communication
  • 10. Marketing mix tools I.
  • 11. Marketing mix tools II.
  • 12. Place
  • 13. Services marketing
  • Seminars:
  • 1. Introduction to the course
  • 2. Current marketing trends
  • 3. Creating a suitable business plan
  • 4. Definition of the chosen product portfolio
  • 5. The S-T-P process within the chosen business plan
  • 6. Marketing research implementation
  • 7. Marketing communication – creating logo and slogan
  • 8. Marketing communication – creating advertising design
  • 9. Online marketing communication
  • 10. Preparing a successful business presentation
  • 11. - 13. Presentations of team projects
Literature
    required literature
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15 th global ed. Harlow: Pearson, 2014, 716 pp. ISBN 978-0-273-78699-3. info
  • KARLÍČEK, Miroslav a kolektiv. Základy marketingu. 1. vydání. Praha: Grada Publishing, a.s., 2013, 255 pp. ISBN 978-80-247-4208-3. info
  • KOTLER, P and K. L. KELLER. Marketing Management. 12th ed. Praha: Grada Publishing, 2008, 788 pp. ISBN 80-247-1359-4. info
    recommended literature
  • KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013, 814 pp. ISBN 978-80-247-4150-5. info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Thirteenth ed. Upper Saddle River: Prentice Hall, 2008, 662 pp. ISBN 978-0-13-600998-6. info
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 %
essay 30 %
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 “-” grade.

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

Course test:

essay (10 Standard pages) - 30 % (i.e. 30 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 evaluation of students with an individual study plan (ISP) will consist of a continuous evaluation (essay according to the requirements given in the IS, however without the need to present it - max. 30 points) and a final evaluation (final test - max. 70 points). Students with ISPs are obliged to contact the teacher of their seminar group immediately after the approval of their individual study plan; if the student does not do it within two weeks of approval, his ISP will not be taken into account.
The course is also listed under the following terms winter 2022, SUMMER 2023, winter 2023, winter 2024.
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