SA_MARK Marketing

Institute of Technology and Business in České Budějovice
winter 2020
Extent and Intensity
4/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Kvěchová (seminar tutor)
Guaranteed by
doc. Ing. Lenka Ližbetinová, 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
SA_MARK/S01: Thu 13:05–14:35 N119, K. Kvěchová
Prerequisites
OBOR ( CAP )
interesting in marketing and promotion
Course Enrolment Limitations
The course is offered to students of any study field.
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 basic marketing concepts ("4P" (product, price, communication mix, distribution), marketing research, segmentation, buying behavior, etc.).
The student will receive comprehensive overview and knowledge of marketing.
Learning outcomes
Successful graduates 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).
The graduate is able to design marketing research and properly prepare marketing survey.
Syllabus
  • 1. Introduction to the subject, history of marketing. Creating teams for a group project. Defining the first partial task of a group project.
  • 2. Discussion about the first partial task. Marketing information system, marketing research.
  • 3. Basic methods of marketing research.
  • 4. Purchasing behavior of customers.
  • 5. STP process - Segmentation, targeting, positioning.
  • 6. Marketing and marketing mix.
  • 7. Product. Defining the second partial task of a group project.
  • 8. Price. Defining the third partial task of a group project.
  • 9. Marketing communication and communication mix.
  • 10. Discussion about the second and third partial task. Distribution. Defining the fourth and fifth partial task of a group project.
  • 11. Discussion about the fourth and fifth partial task. Marketing of services and non-profit sector.
  • 12. Marketing applications. The project presentation.
  • 13. Marketing and global markets. The project presentation.
Literature
    required literature
  • KARLÍČEK, Miroslav a kol. Základy marketingu. 1. vyd. Praha: Grada Publishing, 2013. 255 s. ISBN 978-80-247-4208-3.
  • SLABÁ, Marie. Marketing: studijní opora pro kombinované studium : bakalářský studijní program. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2012, 1 CD-ROM. ISBN 978-80-7468-013-7.
  • KOTLER, Philip. Moderní marketing: 4. evropské vydání. 1. vyd. Praha: Grada, 2007, 1041 s. ISBN 978-80-247-1545-2.
  • KOTLER, Philip and Gary ARMSTRONG. Marketing. Online. In Expert. Praha: Grada, 2004. 855 s. Expert. ISBN 80-247-0513-3. [citováno 2024-04-24] info
    recommended literature
  • KARLÍČEK, M., 2016. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-247-5769-8.
  • VAŠTÍKOVÁ, Miroslava. Marketing služeb : efektivně a moderně. Online. 2., aktualiz. a rozš. vyd. Praha: Grada Publishing, a.s., 2014. 268 pp. ISBN 978-80-247-5037-8. [citováno 2024-04-24] info
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. Online. 15th global ed. Harlow: Pearson, 2014. 716 pp. ISBN 978-0-273-78699-3. [citováno 2024-04-24] info
Forms of Teaching
Lecture
Consultation
Teaching Methods
Frontal Teaching
Project 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
Preparation for the Final Test81 
Project22 
Attendance on Lectures52 
Final Exam1 
Total:1560
Assessment Methods and Assesment Rate
Test – final 70 %
Project 20 %
účast na přednáškách/tutoriálech (in Czech) 10 %
Exam conditions
Full-time form of study

Final test 70%

Elaboration of a group project and its presentation 20%

Active participation in lectures 10%

Combined form of study

Final test 70%

Elaboration of a group project 20%

Passive participation in lectures 5%

Active participation in lectures 5%

Language of instruction
English
Teacher's information
Classes will have a form of consultations via MS TEAMS or E-mail.

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.

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