MAM_1 Marketing and Management I

Institute of Technology and Business in České Budějovice
summer 2013
Extent and Intensity
2/2. 6 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 Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MAM_1/P01: Tue 13:10–14:40 E1, M. Slabá
MAM_1/S01: Fri 8:15–9:45 D515, M. Slabá
MAM_1/S02: Wed 9:55–11:25 D515, M. Slabá
MAM_1/S03: Mon 11:35–13:05 B5, M. Slabá
Prerequisites
FORMA(P)
Knowledge of marketing basic principles (marketing mix- 4P, instruments of marketing communication, basics of marketing management) is an advantage.
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
The subject extends knowledge of subject matters taught in the subject Marketing. The aim of the subject is a detailed familiarization with marketing management in organizations. After the completion of the course:
  • Students master marketing situation analysis, market strategies and modern trends used in marketing management
  • Students are able to design a marketing research and properly prepare and evaluate the survey
  • Students demonstrate their acquired knowledge in the realization and presentation of a practically oriented seminar work.
  • Students apply the acquired knowledge on the practical examples (calculations of market shares, market capacity, etc.)
  • Students are able to make BCG matrix and calculate all parameters
    • Syllabus
    • 1. Introduction, basic concepts of Marketing Management
    • 2. Holistic marketing and value provided to customers, database marketing, CRM
    • 3. Marketing environment
    • 4.Strategic marketing, marketing management principles and marketing situation analysis
    • 5. Marketing information system, marketing research
    • 6. Segmentation, targeting, positioning
    • 7. Analysis of firm competition
    • 8. Market demand measuring and forecasting
    • 9. Product policy and strategy, product management through their life cycle
    • 10. Brand and brand value measurement
    • 11. Distributin, creating, managing of value networks
    • 12. Pricing policy and strategy
    • 13. International marketing
    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
    • KOTLER, P. and G. ARMSTROG. Marketing. 6th ed. Praha: Grada Publishing, 2003, 864 pp. ISBN 80-247-0513-3. info
    • JAKUBÍKOVÁ, D. Strategický marketing. Strategie a trendy. 1st ed. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. info
    • 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
      recommended literature
    • Horáková, H. Strategický marketing. 2. přeprac. rozš. vyd. Praha : Grada Publishing, 2003. 200 s. ISBN 80-247-0447-1
    • 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
    • KOTLER, P. Moderní marketing. 4th ed. Praha: Grada, 2007, 1048 pp. ISBN 978-80-247-1545-2. info
    • BOUČKOVÁ, Jana. Základy marketingu. 3., nezměn. vyd. Praha: Oeconomica, 2007, 220 pp. ISBN 978-80-245-1169-6. Obsah info
    • LOŠŤÁKOVÁ, H. a kol. Diferencované řízení vztahů se zákazníky. Praha: Grada Publishing, a. s., 2009. ISBN 978-80-247-3155-1
    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 (probably available only in Czech)
    The course is taught annually.
    The course is also listed under the following terms Winter 2008, Summer 2009, Summer 2010, summer 2011, winter 2011, summer 2012, winter 2012, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, winter 2017.
    • Enrolment Statistics (summer 2013, recent)
    • Permalink: https://is.vstecb.cz/course/vste/summer2013/MAM_1