MAR Marketing

Institute of Technology and Business in České Budějovice
winter 2011
Extent and Intensity
2/0. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Marie Slabá, Ph.D. (lecturer)
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
Timetable of Seminar Groups
MAR/K0: Sun 2. 10. 16:50–18:20 A1, 18:25–19:55 A1, Sat 7. 1. 8:00–9:30 A1, 9:40–11:10 A1, 12:00–13:30 A1, M. Slabá, Kombinovaná forma
MAR/P01: Thu 14:45–16:15 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 course is an introduction to the marketing discipline. This course is mainly focused on the explanation and understanding of key principles of marketing and basic marketing terms. The emphasis is put on the problems of marketing mix - "4Ps" (product, price, promotion, place). During the course students will be familiarized with the basis of the marketing research and segmentation, consumer behaviour, new trends in marketing, marketing of non profit organisation, etc. Students should be able to practically solve basic marketing problems and analyse marketing mix in practice.
Syllabus
  • 1st Introduction to the marketing, basic concepts of marketing
  • 2nd History of marketing, basic principles of Marketing Management
  • 3rd Marketing research, segmentation
  • 4th Purchasing behaviour of customers
  • 5th Marketing mix - "4P"
  • 6th Product - characterization, classification, product life cycle
  • 7th Price - factors affecting pricing, method of pricing
  • 8th Marketing communication
  • 9th Promotion - advertising, sales promotion, public relations, personal selling, direct marketing, event marketing, integrated marketing communications
  • 10th Distribution - distribution channels, retail, wholesale, physical distribution
  • 11th New trends in marketing - mobile marketing, guerrilla marketing, product placement, word of mouth
  • 12th Marketing of services and non-profit organisations
Literature
    required literature
  • BOUČKOVÁ, Jana. Základy marketingu. 3., nezměn. vyd. Praha: Oeconomica, 2007, 220 pp. ISBN 978-80-245-1169-6. Obsah info
  • KOTLER, P. and G. ARMSTROG. Marketing. 6th ed. Praha: Grada Publishing, 2003, 864 pp. ISBN 80-247-0513-3. 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
  • KOTLER, P. a kol. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2
    recommended literature
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. 1. vyd. Praha: Grada, 2007, 788 pp. ISBN 978-80-247-1359-5. Obsah info
  • SVĚTLÍK, Jaroslav. Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2005, 340 s. ISBN 80-86898-48-2. info
  • JAKUBÍKOVÁ, D. Strategický marketing. Strategie a trendy. 1st ed. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. info
  • PELSMACKER, Patrick de, Maggie GEUENS and Joeri van den BERGH. Marketingová komunikace. In Expert. Praha: Grada, 2003, 581 s. Expert. ISBN 80-247-0254-1. info
  • PŘIKRYLOVÁ, Jana and Hana JAHODOVÁ. Moderní marketingová komunikace. In Expert. 1. vyd. Praha: Grada, 2010, 303 s. Expert. ISBN 978-80-247-3622-8. Obsah info
  • KOZEL, Roman. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. In Expert. 1. vyd. Praha: Grada, 2006, 277 pp. Expert. ISBN 80-247-0966-X. info
  • KARLÍČEK, M., KRÁL, P. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3541-2
  • HORÁKOVÁ, H. Strategický marketing. Praha: Grada Publishing, a.s., 2003. ISBN 80-247-0447-1
  • FREY, Petr. Marketingová komunikace : to nejlepší z nových trendů. 2., rozš. vyd. Praha: Management Press, 2008, 195 pp. ISBN 978-80-7261-160-7. Obsah 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
The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Summer 2010, Winter 2010, summer 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, Summer 2016.
  • Enrolment Statistics (winter 2011, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2011/MAR