BSA_MAR Marketing

Institute of Technology and Business in České Budějovice
summer 2022
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Guaranteed by
Ing. Radim Dušek, Ph.D.
Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
BSA_MAR/A1: Sat 19. 3. 8:00–9:30 D416, 9:40–11:10 D416, Sun 24. 4. 11:25–12:55 E6, 13:05–14:35 E6, 14:50–16:20 E6, Sun 22. 5. 8:00–9:30 E6, 9:40–11:10 E6, 11:25–12:55 E6, R. Dušek
BSA_MAR/P01: Tue 13:05–14:35 N121, R. Dušek
BSA_MAR/S02: Thu 14:50–16:20 N007, R. Dušek
Prerequisites (in Czech)
Nejsou vyžadovány.
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 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 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 propose marketing communication tools for specific product
Syllabus
  • Lectures and seminars:
  • 1. Introduction to the course
  • 2. STP process - Segmentation, targeting, positioning
  • 3. Product
  • 4. Distributions
  • 5. Price
  • 6. Marketing communication
  • 7. Marketing communication mix
  • 8. Marketing research, marketing information system
  • 9. Marketing and marketing mix
  • 10. Purchasing behavior of customers
  • 11. International marketing
  • 12. International marketing mix
  • 13. History of marketing
Literature
    required literature
  • PŘIKRYLOVÁ, J. et al., 2019. Moderní marketingová komunikace. 2., zcela přeprac. vyd. Praha: Grada. ISBN 978-80-271-0787-2.
  • KARLÍČEK, M. et al., 2018. Základy marketingu. 2., přeprac. a roz. vyd. Praha: Grada. ISBN 978-80-247-5869-5.
  • KOTLER, P. a K. L. KELLER. 2013. Marketing management. 14. vyd. Praha: Grada. ISBN 978-80-247-4150-5.
  • KOTLER, P. and K. L. KELLER. 2016. Marketing management. 15 [edit.]. Boston: Pearson,. ISBN 978-0133856460.
  • KOTLER, P. and G. ARMSTRONG, 2018. Principles of marketing. 17th edit. Hoboken: Pearson Higher Education. ISBN 978-0134492513.
    recommended literature
  • MACHKOVÁ, H., 2015. Mezinárodní marketing: [strategické trendy a příklady z praxe]. 4. vyd. Praha: Grada. ISBN 978-80-247-5366-9.
Forms of Teaching
Lecture
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Project Teaching
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
Prezentace seminárního projektu (in Czech)22
Preparation for Lectures18 
Preparation for Seminars, Exercises, Tutorial2656
Preparation for the Final Test1616
Zpracování seminárního projektu (in Czech)1640
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion2616
Total:130130
Assessment Methods and Assesment Rate
Test – final 70 %
Průběžné hodnocení (in Czech) 30 %
Exam conditions
Test – final 70 % (70 points)

essay 30 % (30 points)

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.

70 % attendance at seminars and exercises is compulsory for daily students.

Language of instruction
Czech
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.
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