VŠTE:MAZ Marketing management - Course Information
MAZ Marketing management
Institute of Technology and Business in České Budějovicewinter 2018
- Extent and Intensity
- 4/1/0. 7 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Marie Slabá, Ph.D. (seminar tutor)
Ing. Petra Martíšková, Ph.D. (assistant)
Ing. Roman Švec, Ph.D. (assistant) - 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 - Timetable of Seminar Groups
- MAZ/P01: Mon 14:50–16:20 A3, Mon 16:30–18:00 A3, M. Slabá
MAZ/S01: each even Monday 18:10–19:40 A3, M. Slabá - Prerequisites
- FORMA(P) && MAX_PREZENCNICH(35)
knowledge of marketing - Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives supported by learning outcomes
- The subject extends and deepens the knowledge of marketing. The aim of the subject is to introduce students to marketing management and its role in organizations and international markets. The students acquaint with the basics of marketing management, analysis of company competition, brand management, product portfolio and whole marketing mix on domestic and foreign markets
- Learning outcomes
- Graduate of the course:
• Controls marketing situational analysis, marketing strategies and modern trends used in marketing management,
• Apply acquired knowledge on practical examples (calculations of market shares, market capacities, etc.)
• is able to assemble the BCG matrix and calculate all its parameters,
• is able to choose suitable forms of entry to foreign markets and appropriate marketing strategies and concepts, to decide on the adaptation or standardization of the marketing mix. - Syllabus
- 1. Introduction to the course, principles of marketing management
- 2. Marketing situational analysis and marketing environment
- 3. Analysis of company competition, measurement and anticipation of market demand
- 4. Product portfolio management
- 5. Brand
- 6. Place and logistics in marketing 7. Marketing strategies for international markets, internationalization
- 8. International marketing mix, adaptation vs. standardization
- 9. Forms of entry into international markets
- 10. Risks and payments in international marketing
- 11. Holistic marketing and value for customers
- 12. Corporate Social Responsibility and ethics in marketing
- 13. Modern trends in marketing
- Literature
- required literature
- KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013, 814 pp. ISBN 978-80-247-4150-5. info
- JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2. vydání. Praha: Grada, 2013, 362 pp. ISBN 978-80-247-4670-8. info
- recommended literature
- MACHKOVÁ, Hana and Alexej SATO. Mezinárodní obchodní operace. 6. aktual. a dopl. vyd. Praha: Grada, 2014, 256 pp. ISBN 978-80-247-4874-0. info
- MACHKOVÁ, Anna, Eva ČERNOHLÁVKOVÁ and Alexej SATO. Mezinárodní obchodní operace. 5. vydání. Praha: Grada Publishing, a.s., 2010, 240 pp. ISBN 978-80-247-3237-4. info
- not specified
- SLABÁ, Marie. Marketing management I : studijní opora pro kombinované studium. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2011, 156 pp. ISBN 978-80-87278-84-0. info
- KOTLER, Philip and Kevin Lane KELLER. Marketing management. Thirteenth ed. Upper Saddle River: Prentice Hall, 2008, 662 pp. ISBN 978-0-13-600998-6. info
- Forms of Teaching
- Lecture
Seminar - Teaching Methods
- Frontal Teaching
Group Teaching - Cooperation
Project 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 Seminars, Exercises, Tutorial 13 40 Preparation for the Final Test 60 87 active participation 13 presentation 1 seminary work 30 40 Attendance on Lectures 52 Attendance on Seminars/Exercises/Tutorial/Excursion 13 15 Total: 182 182 - Assessment Methods and Assesment Rate
- Exam – written 70 %
Presentation 5 %
Seminary Work 15 %
active participation in seminars 10 % - Exam conditions
- A 100 – 90, B 89,99 – 84, C 83,99 – 77, D 76,99 – 73, E 72,99 – 70, FX 69,99 – 30, F 29,99 - 0.
- Language of instruction
- Czech
- Enrolment Statistics (winter 2018, recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2018/MAZ