MAR Marketing

Institute of Technology and Business in České Budějovice
Summer 2010
Extent and Intensity
2/0. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Ladislav Šolc, Ph.D. (lecturer)
Guaranteed by
Ing. Ladislav Šolc, Ph.D.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable
Mon 11:25–12:55 B1
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 240 student(s).
Current registration and enrolment status: enrolled: 0/240, only registered: 0/240
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The aim of this subject is to make students to understand that clearly defined marketing philosophy, thoroughged knowledge of the market, organization subsidiary marketing policy, sufficient being ahead in time in decision-making and consequential financial measurability of effectiveness of marketing activities are the basic pillar of successful firm behaviour. The subject is focused on the understanding of principles important for firm marketing controlling - to teach students to approach practically solving all problems of making - up marketing plan, its realization and evaluation. By graduation here of subject student should be able to take benefit of analytic methods to asses the starting position of a firm, to chose the optimal policy to achieve company aims and realize it in practice with usage of appropriate marketing tools.
Syllabus
  • 1. Základní pojetí marketingu
  • 2. Principy marketingového řízení
  • 3. Marketingové prostředí -marketingový plán a jeho komponenty
  • 4. Kupní chování zákazníků
  • 5. Marketingový výzkum
  • 6. Marketingový mix
  • 7. Výrobek - charakteristika, struktura, životní cyklus, podnikatelské hodnocení, inovace
  • 8. Distribuce - třídění distribučních institucí, fyzická distribuce, druhy dopravy
  • 9. Cena - faktory ovlivňující její výši, metody tvorby cen, cenové strategie, bod zvratu, exportní ceny, pravidla pro cenové změny
  • 10. Marketingová komunikace - komunikační mix
  • 11. Faktory a etapy rozvoje internacionálního marketingu
  • 12. Selekce zahraničního trhu
  • 13. Internacionální marketingový mix
Literature
    required literature
  • KOTLER,P., ARMSTRONG,G. Marketing .Grada Publishing,a.s.,Praha,2006.856 s. ISBN 80-247-0513-3
  • SKOŘEPA, L., VOCHOZKA, M. Základy marketingu. VŠTE České Budějovice. 2008. ISBN 978-80-87278-01-7
    recommended literature
  • BOUČKOVÁ J.,a kol. Základy marketingu. VŠE Praha. 2007. 220 s. ISBN 978-80-245-1169-6
Forms of Teaching
Lecture
Teaching Methods
Frontal Teaching
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 written exam2121
Preparation for Seminars, Exercises, Tutorial 16
active participation in lessons55
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion 10
Total:5252
Assessment Methods and Assesment Rate
Exam – written 90 %
active participation in lessons 10 %
Language of instruction
Czech
Further Comments
The course is taught each semester.
The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Winter 2010, summer 2011, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, Summer 2016.
  • Enrolment Statistics (Summer 2010, recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2010/MAR