VŠTE:MAR_s Marketing - Course Information
MAR_s Marketing
Institute of Technology and Business in České Budějovicewinter 2024
- Extent and Intensity
- 2/2/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Radim Dušek, Ph.D. (seminar tutor)
Mgr. Michal Konečný, PhD. (seminar tutor)
doc. Ing. Petra Pártlová, Ph.D. (seminar tutor)
doc. PhDr. František Pollák, PhD. (seminar tutor)
Ing. Michal Ruschak, MBA (seminar tutor) - Guaranteed by
- Ing. Radim Dušek, 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
- MAR_s/E5: Sun 6. 10. 9:40–11:10 E1, 11:25–12:55 E1, 13:05–14:35 E1, Sat 2. 11. 9:40–11:10 E1, 11:25–12:55 E1, 13:05–14:35 E1, Sun 10. 11. 9:40–11:10 E1, 11:25–12:55 E1, R. Dušek, M. Konečný
MAR_s/P01: Mon 14:50–16:20 E1, R. Dušek
MAR_s/S01: Thu 13:05–14:35 I214L, R. Dušek
MAR_s/S02: Wed 11:25–12:55 D516, M. Ruschak
MAR_s/S03: Wed 11:25–12:55 D416, M. Konečný
MAR_s/S04: Tue 13:05–14:35 D416, M. Konečný
MAR_s/S05: Tue 16:30–18:00 D515, M. Ruschak
MAR_s/S06: Thu 16:30–18:00 E6, M. Konečný
MAR_s/S07: Wed 13:05–14:35 D416, M. Konečný
MAR_s/S08: Tue 9:40–11:10 D515, M. Konečný
MAR_s/S09: Thu 11:25–12:55 I303, M. Konečný
MAR_s/S10: Thu 14:50–16:20 D415, M. Konečný - Prerequisites (in Czech)
- OBOR(BPEp) || OBOR(BPEk)
- 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 analyst (programme VŠTE, BSA) (2)
- Business Economics (programme VŠTE, B_PE) (2)
- 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 marketing mix concept (product, price, communication mix, distribution), marketing research, segmentation, buying behavior, etc.). The student will receive comprehensive overview and knowledge of marketing.
- Learning outcomes
- Successful graduate:
- can practically solve basic marketing problems,
- can determine the basic segmentation criteria for a selected product (product or service),
- is able to analyze the marketing mix tools (product, price, communication mix, distribution),
- is able to design marketing research,
- is able to properly prepare marketing survey,
- is able to apply marketing principles in practice. - Syllabus
- Lectures:
- 1. Introduction to the course
- 2. STP process - Segmentation, targeting, positioning
- 3. Purchasing behavior of customers
- 4. Marketing research, marketing information system
- 5. Basic methods of marketing research
- 6. Marketing mix
- 7. Product
- 8. Price
- 9. Marketing communication
- 10. Marketing mix tools I.
- 11. Marketing mix tools II.
- 12. Place
- 13. Services marketing
- Seminars:
- 1. Introduction to the course
- 2. Current marketing trends
- 3. Creating a suitable business plan
- 4. Definition of the chosen product portfolio
- 5. The S-T-P process within the chosen business plan
- 6. Marketing research implementation
- 7. Marketing communication – creating logo and slogan
- 8. Marketing communication – creating advertising design
- 9. Online marketing communication
- 10. Preparing a successful business presentation
- 11. - 13. Presentations of team projects
- Literature
- required literature
- JAKUBÍKOVÁ, D., 2013. Strategický marketing: strategie a trendy. 2. rozš. vyd. Praha: Grada. ISBN 978-80-247-4670-8.
- KOTLER, P. a L. L. KELLER, 2013. Marketing management. 14. vyd. Praha: Grada. ISBN 978-80-247-4150-5.
- KOTLER, P. et al. 2019. Marketing Management_p4: European Edition. [s. l.]: Pearson Higher. ISBN 1292248440.
- KARLÍČEK, M. et al., 2018. Základy marketingu. 2., přeprac. a rozš. vyd. Praha: Grada. ISBN 978-80-247-5869-5.
- SLABÁ, M., 2012. Marketing: Studijní opora pro kombinované studium. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích. ISBN 978-80-7468-013-7.
- KOTLER, P. a G. ARMSTRONG, 2014. Principles of marketing. 15th global ed. Harlow: Pearson. ISBN 978-0-273-78699-3.
- recommended literature
- VAŠTÍKOVÁ, M., 2014. Marketing služeb: efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha: Grada. ISBN 978-80-247-5037-8.
- KARLÍČEK, M., 2016. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-247- 5769-8.
- Forms of Teaching
- Lecture
Seminar
Tutorial - Teaching Methods
- Frontal Teaching
Brainstorming
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 essay 21 21 Preparation for Lectures 13 Preparation for Seminars, Exercises, Tutorial 13 32 Preparation for the Final Test 30 60 Final test 1 1 Attendance on Lectures 26 Attendance on Seminars/Exercises/Tutorial/Excursion 26 16 Total: 130 130 - Assessment Methods and Assesment Rate
- Test – final 70 %
essay 30 % - Exam conditions
- For successful completion of the course it is necessary to achieve at least 70 % of the course and final test together under the conditions specified below. In the course test, students can get up to 30 points, i.e. 30 %. In the final test, students can get up to 70 points, i.e. 70 %. Grading for the course, i.e. points for the final test (70 - 0) + points for the course test (30 - 0): 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. Students in the full-time form of study are obliged to participate in 70 % of the lessons (except for lectures). If this condition is not fulfilled, the student will automatically get “-” grade.
70 % attendance at seminars and exercises is compulsory for daily students.
Course test:
essay (10 Standard pages) - 30 % (i.e. 30 points)
Final test:
Final test - 70 % (i.e. 70 points)
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course is taught annually.
- Teacher's information
- Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.The evaluation of students with an individual study plan (ISP) will consist of a continuous evaluation (essay according to the requirements given in the IS, however without the need to present it - max. 30 points) and a final evaluation (final test - max. 70 points). Students with ISPs are obliged to contact the teacher of their seminar group immediately after the approval of their individual study plan; if the student does not do it within two weeks of approval, his ISP will not be taken into account.
- Enrolment Statistics (recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2024/MAR_s