VŠTE:MARK Marketing - Course Information
MARK Marketing
Institute of Technology and Business in České Budějovicesummer 2019
- Extent and Intensity
- 4/0/0. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Roman Švec, Ph.D. (seminar tutor)
- Guaranteed by
- Ing. Jaroslav Staněk, DiS.
Lifelong learning Centre – Directorate of Study Administration and Lifelong Learning – Vice-Rector for Study Affairs – 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/CCV: Wed 24. 4. 11:25–16:20 N121, R. Švec
- Prerequisites
- OBOR ( CAP )
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.
- 2. 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.
- 8. Price.
- 9. Marketing communication and communication mix.
- 10. Distribution.
- 11. Marketing of services and non-profit sector.
- 12. Marketing applications.
- 13. Marketing and global markets
- Literature
- required literature
- 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.
- JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2. rozš. vyd. Praha: Grada, 2013. 362 s. ISBN 978-80-247-4670-8.
- 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.
- recommended literature
- KARLÍČEK, Miroslav a Petr KRÁL. Marketingová komunikace: jak komunikovat na našem trhu. 1. vyd. Praha: Grada, 2011, 213 s. ISBN 978-80- 247-3541-2.
- KOZEL, Roman, Lenka MYNÁŘOVÁ a Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada, 2011, 304 s. Expert (Grada). ISBN 978-80-247-3527-6.
- Forms of Teaching
- Lecture
Tutorial - Teaching Methods
- Frontal Teaching
Teaching Supported by Multimedia Technologies
- Student Workload
Activities Number of Hours of Study Workload Daily Study Combined Study Preparation for Lectures 24 46 Preparation for Seminars, Exercises, Tutorial 46 Preparation for the Final Test 80 100 Attendance on Lectures 52 10 Attendance on Seminars/Exercises/Tutorial/Excursion 10 Total: 156 212 - Assessment Methods and Assesment Rate
- Test – final 100 %
- Language of instruction
- Czech
- Enrolment Statistics (summer 2019, recent)
- Permalink: https://is.vstecb.cz/course/vste/summer2019/MARK