VŠTE:MAR Marketing - Course Information
MAR Marketing
Institute of Technology and Business in České Budějovicewinter 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
- Business Administration and Management (programme VŠTE, EM)
- 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
Activities Number of Hours of Study Workload Daily Study Combined Study Preparation for the written exam 21 21 Preparation for Seminars, Exercises, Tutorial 16 active participation in lessons 5 5 Attendance on Lectures 26 Attendance on Seminars/Exercises/Tutorial/Excursion 10 Total: 52 52 - Assessment Methods and Assesment Rate
- Exam – written 90 %
active participation in lessons 10 %
- Language of instruction
- Czech
- Enrolment Statistics (winter 2011, recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2011/MAR