MAM_1 Marketing and Management I

Institute of Technology and Business in České Budějovice
summer 2011
Extent and Intensity
2/2. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Marie Slabá, Ph.D. (seminar tutor)
Ing. Ladislav Šolc, Ph.D. (seminar tutor)
Ing. Ludmila Opekarová, Ph.D. (assistant)
Guaranteed by
Ing. Marie Slabá, Ph.D.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MAM_1/01: Mon 9:55–11:25 B1, M. Slabá
MAM_1/02: Mon 12:10–13:40 B1, M. Slabá
MAM_1/03: Mon 12:10–13:40 A3, L. Šolc
MAM_1/04: Mon 13:50–15:20 E7, L. Šolc
MAM_1/05: Mon 15:30–17:00 E7, L. Šolc
MAM_1/06: Wed 15:30–17:00 E7, L. Šolc
MAM_1/07: Wed 17:10–18:40 E7, L. Šolc
Prerequisites (in Czech)
MAR Marketing
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
Course objectives supported by learning outcomes
Aims: The subject improves knowledge in the sphere of marketing theory as well as practical applications of basic marketing policy. Students have opportinities to design ways of solving marketing problems and verify their decisions while solving marketing case studies. That is an orientated modul combination of knowledge and practice.
Syllabus
Topics: 1. Marketing and customer value, holistic marketing, CRM 2. Measurement, analysis and forecasting market demand 3. Identification of market segments, selecting target markets and positioning 4. Competition firm analysis ,marketing strategies evaluation and creation of marketing strategies 5. Marketing strategies for differentiation and marketing offers placement 6. Development, testing and marketing a new product or service, management of products through their life cycle 7. Building strong brands, product packaging and its importance 8. Developing pricing strategies 9. Marketing communication strategy 10. Selection and management of distribution channels 11. Marketing of services, marketing of non-profit sector 12. Practical examples of marketing and management
Literature
    required literature
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. 1. vyd. Praha: Grada, 2007, 788 pp. ISBN 978-80-247-1359-5. Obsah info
  • JAKUBÍKOVÁ, D. Strategický marketing. Strategie a trendy. 1st ed. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. info
    recommended literature
  • KINSL, J. Marketing podle trhů. 1. vydání. Praha: Alfa publishing, 2007, ISBN 80-86851-02-8
  • Horáková, H. Strategický marketing. 2. přeprac. rozš. vyd. Praha : Grada Publishing, 2003. 200 s. ISBN 80-247-0447-1
  • KOTLER, P. and G. ARMSTROG. Marketing. 6th ed. Praha: Grada Publishing, 2003, 864 pp. ISBN 80-247-0513-3. info
  • KOZEL, Roman. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. In Expert. 1. vyd. Praha: Grada, 2006, 277 pp. Expert. ISBN 80-247-0966-X. info
Organizační formy výuky
Lecture
Seminar
Tutorial
Consultation
Komplexní výukové metody
Frontal Teaching
Group Teaching - Cooperation
Brainstorming
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 the written exam4040
Preparation for Lectures26 
Preparation for Seminars, Exercises, Tutorial4077
elaboration and presentation of an essay2424
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion 15
Total:156156
Metody hodnocení a jejich poměr
Exam – written 85%
Presentation 4%
Seminary Work 6%
active participation in seminars 5%
Podmínky testu
Prerequisites for the possibility of doing the exam test is: seminar attendance, min. 75% active participation in seminars handing in of the seminar work in time seminar work presentation possible participation in the marketing researches and questionnaires in seminars
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Winter 2008, Summer 2009, Summer 2010, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, winter 2017.
  • Enrolment Statistics (summer 2011, recent)
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