MAR Marketing

Institute of Technology and Business in České Budějovice
Winter 2010
Extent and Intensity
2/0. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Marie Slabá, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Hana Ezrová, CSc.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MAR/01: Tue 8:30–10:00 B1, M. Slabá
MAR/02: Tue 10:10–11:40 B1, M. Slabá
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 this subject is to make students to understand that clearly defined marketing philosophy, complete knowledge of the market, organization subordinated to 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 set up the starting position of a firm, to choose the optimal policy to achieve company targets and realize it in practice with usage of appropriate marketing tools.
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 Research
  • 6th Marketing mix
  • 7th Product - characteristics, structure, life cycle, business evaluation, innovation
  • 8th Distribution - distribution grading institutions, physical distribution, transport modes
  • 9th Price - factors affecting the amount, method of pricing, pricing strategies, a break even point, export prices, rules for price changes
  • 10th Marketing communication - communication mix
  • 11th Factors and stages of development of international marketing
  • 12th Selection of foreign market
  • 13th An international marketing mix
Literature
    required literature
  • SKOŘEPA, L., VOCHOZKA, M. Základy marketingu. VŠTE České Budějovice. 2008. ISBN 978-80-87278-01-7
  • KOTLER,P., ARMSTRONG,G. Marketing .Grada Publishing,a.s.,Praha,2006.856 s. ISBN 80-247-0513-3
    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
The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Summer 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 (Winter 2010, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2010/MAR