MAZ Marketing management

Institute of Technology and Business in České Budějovice
winter 2019
Extent and Intensity
4/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Marie Slabá, Ph.D. (seminar tutor)
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 8:00–9:30 N205, Mon 9:40–11:10 N205, M. Slabá
MAZ/S01: each even Monday 11:25–12:55 N205, 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
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Seminars, Exercises, Tutorial1340
Preparation for the Final Test6087
active participation13 
presentation1 
seminary work3040
Attendance on Lectures52 
Attendance on Seminars/Exercises/Tutorial/Excursion1315
Total:182182
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
The course is also listed under the following terms winter 2018, winter 2020, summer 2021.
  • Enrolment Statistics (winter 2019, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2019/MAZ