MAR Marketing

Institute of Technology and Business in České Budějovice
summer 2011
Extent and Intensity
2/0. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Ludmila Opekarová, Ph.D. (assistant)
Guaranteed by
Ing. Marie Slabá, Ph.D.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
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 course is focused on the understanding of basic principles of marketing - "4Ps" (product, price, promotion, place), marketing analysis, marketing planning, etc. Students should be able to practically solve basic marketing problems.
Syllabus
  • 1st Basic concepts of marketing
  • 2nd Principles of Marketing Management
  • 3rd Marketing environment, marketing plan and its components
  • 4th Purchasing behavior of customers
  • 5th Marketing mix
  • 6th Product - characteristics, structure, life cycle, business evaluation, innovation
  • 7th Distribution - distribution grading institutions, physical distribution, transport modes
  • 8th Price - factors affecting the amount, method of pricing, pricing strategies, a break even point, export prices, rules for price changes
  • 9th Marketing communication - communication mix
  • 10th International marketing
  • 11th New trends in marketing
  • 12th Marketing of services
Literature
    required literature
  • KOTLER, P. and G. ARMSTROG. Marketing. 6th ed. Praha: Grada Publishing, 2003, 864 pp. ISBN 80-247-0513-3. info
  • BOUČKOVÁ, Jana. Základy marketingu. 3., nezměn. vyd. Praha: Oeconomica, 2007, 220 pp. ISBN 978-80-245-1169-6. Obsah info
  • SKOŘEPA, Ladislav and Marek VOCHOZKA. Základy marketingu. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2008, 101 pp. ISBN 978-80-87278-01-7. info
    recommended literature
  • FORET,M. Marketingová komunikace. Computer Press,a.s. Brno, 2006. ISBN 80 – 251 – 1041 – 9
  • SVĚTLÍK, Jaroslav. Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2005, 340 s. ISBN 80-86898-48-2. info
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 every week.
The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Summer 2010, Winter 2010, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, Summer 2016.
  • Enrolment Statistics (summer 2011, recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2011/MAR