VŠTE:MARK Marketing - Course Information

MARK Marketing

Extent and Intensity

4/0/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. Martin Vítek, Ph.D., MBA (seminar tutor)
Ing. Radim Dušek, Ph.D. (assistant)

Guaranteed by

doc. Ing. Lenka Ližbetinová, PhD.
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/A7: Sat 31. 10. 13:05–14:35 B1, 14:50–16:20 B1, 16:30–18:00 B1, 18:00–19:40 B1, Sat 28. 11. 11:25–12:55 B1, 13:05–14:35 B1, 14:50–16:20 B1, M. Vítek
MARK/P01: Tue 14:50–16:20 B1, Tue 16:30–18:00 B1, M. Vítek

Prerequisites

interesting in marketing and promotion

Course Enrolment Limitations

The course is offered to students of any study field.

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.

Learning outcomes

Successful graduates 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).
The graduate is able to design marketing research and properly prepare marketing survey.

Syllabus

• 1. Introduction to the subject, history of marketing. Creating teams for a group project. Defining the first partial task of a group project.
• 2. Discussion about the first partial task. 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. Defining the second partial task of a group project.
• 8. Price. Defining the third partial task of a group project.
• 9. Marketing communication and communication mix.
• 10. Discussion about the second and third partial task. Distribution. Defining the fourth and fifth partial task of a group project.
• 11. Discussion about the fourth and fifth partial task. Marketing of services and non-profit sector.
• 12. Marketing applications. The project presentation.
• 13. Marketing and global markets. The project presentation.

Literature

required literature
• KARLÍČEK, Miroslav a kol. Základy marketingu. 1. vyd. Praha: Grada Publishing, 2013. 255 s. ISBN 978-80-247-4208-3.
• 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.
• KOTLER, Philip and Gary ARMSTRONG. Marketing. In Expert. Praha: Grada. 855 s. Expert. ISBN 80-247-0513-3. 2004. info

recommended literature
• KARLÍČEK, M., 2016. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-247-5769-8.
• VAŠTÍKOVÁ, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha: Grada Publishing, a.s. 268 pp. ISBN 978-80-247-5037-8. 2014. info
• KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15th global ed. Harlow: Pearson. 716 pp. ISBN 978-0-273-78699-3. 2014. info

Forms of Teaching

Lecture
Tutorial
Consultation

Teaching Methods

Frontal Teaching
Project 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
Preparation for Seminars, Exercises, Tutorial		16
Preparation for the Final Test	81	103
Seminar work	23	23
Attendance on Lectures	52
Attendance on Seminars/Exercises/Tutorial/Excursion		14
Total:	156	156

Assessment Methods and Assesment Rate

seminar paper 25 %
Final test 70 %
Fulfilling continuous tasks 5 %

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 “F” grade.

Course test:

Fulfilling continuous tasks - 5 % (i.e. 5 points)

seminar work (10 Standard page) - 25 % (i.e. 25 points)

Final test:

Final test - 70 % (i.e. 70 points)

Language of instruction

Czech

Teacher's information

Lectures will be realized via MS Teamsin real time according to the relevant timetable. The lectures will be also recorded and made available for part-time students in the VSTE IS.

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.

• Enrolment Statistics (recent)
  
• Permalink: https://is.vstecb.cz/course/vste/winter2020/MARK