MARK Marketing

Institute of Technology and Business in České Budějovice
winter 2017
Extent and Intensity
4/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Petra Martíšková, Ph.D. (lecturer)
Ing. Marie Slabá, Ph.D. (lecturer)
Ing. Roman Švec, Ph.D. (lecturer)
Guaranteed by
Ing. Marie Slabá, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MARK/A4: Sun 12. 11. 13:05–14:35 B1, 14:50–16:20 B1, 16:30–18:00 B1, 18:10–18:55 B1, Sun 3. 12. 12:10–12:55 E1, 13:05–14:35 E1, 14:50–16:20 E1, 16:30–18:00 E1, R. Švec
MARK/P01: Wed 9:40–11:10 B1, Wed 11:25–12:55 B1, M. Slabá
Prerequisites (in Czech)
MAX_KOMBINOVANYCH ( 250 ) && MAX_PREZENCNICH ( 356 )
Course Enrolment Limitations
The course is offered to students of any study field.
The capacity limit for the course is 606 student(s).
Current registration and enrolment status: enrolled: 0/606, only registered: 0/606
Course objectives supported by learning outcomes
The aim of the course is to get acquainted with the basics of marketing, explanation and understanding of the basic principles of marketing and basic marketing concepts ("4P" (product, price, communication mix, distribution), marketing research, segmentation, buying behavior, etc.).
The student will receive comprehensive overview and knowledge of marketing. Successful graduates practically solve basic marketing problems (can determine the basic ones) segmentation criteria for a selected product (product or service) is able to analyze the marketing mix tools (product, price, communication mix, distribution). The graduate is able to design marketing research and properly prepare marketing survey.
Syllabus
  • 1. Introduction to the subject, history of marketing.
  • 2. Marketing information system, marketing research.
  • 3. Basic methods of marketing research.
  • 4. Purchasing behavior of customers.
  • 5. STP process - Segmentation, targeting, positioning.
  • 6. Marketing and marketing mix.
  • 7. Product.
  • 8. Price.
  • 9. Marketing communication and communication mix.
  • 10. Distribution.
  • 11. Marketing of services and non-profit sector.
  • 12. Marketing applications.
  • 13. Marketing and global markets
Literature
    required literature
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2. rozš. vyd. Praha: Grada, 2013. 362 s. ISBN 978-80-247-4670-8.
  • SLABÁ, Marie. Marketingová komunikace. 1.vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2016.
  • KOTLER, Philip. Moderní marketing: 4. evropské vydání. 1. vyd. Praha: Grada, 2007, 1041 s. ISBN 978-80-247-1545-2.
  • SLABÁ, Marie. Marketing: studijní opora pro kombinované studium : bakalářský studijní program. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2012, 1 CD-ROM. ISBN 978-80-7468-013-7.
  • KARLÍČEK, Miroslav a kol. Základy marketingu. 1. vyd. Praha: Grada Publishing, 2013. 255 s. ISBN 978-80-247-4208-3.
    recommended literature
  • KARLÍČEK, Miroslav a Petr KRÁL. Marketingová komunikace: jak komunikovat na našem trhu. 1. vyd. Praha: Grada, 2011, 213 s. ISBN 978-80- 247-3541-2.
  • KOZEL, Roman, Lenka MYNÁŘOVÁ a Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada, 2011, 304 s. Expert (Grada). ISBN 978-80-247-3527-6.
  • KOTLER, Philip a Gary ARMSTRONG. Principles of marketing. 15th ed., global ed. Boston: Pearson, 2014. ISBN 9780273786993
Forms of Teaching
Lecture
Tutorial
Teaching Methods
Frontal Teaching
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures24 
Preparation for Seminars, Exercises, Tutorial 42
Preparation for the Final Test93103
Attendance on Lectures39 
Attendance on Seminars/Exercises/Tutorial/Excursion 11
Total:156156
Assessment Methods and Assesment Rate
Test – final 100 %
Language of instruction
Czech
The course is also listed under the following terms winter 2018, summer 2019, winter 2019, winter 2020.
  • Enrolment Statistics (winter 2017, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2017/MARK