MAM_1 Marketing and Management I

Institute of Technology and Business in České Budějovice
winter 2011
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/ccv: Thu 10. 11. 8:00–9:30 A3, Thu 5. 1. 14:45–16:15 B1, M. Slabá, CCV studium
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
The course is the continuing course connected with the course MAR (Marketing). The aim of this course is to deepen students’ knowledge of marketing with the specific focus on marketing management. Students will have lots of opportunities to solve marketing case studies, work on tasks or project and exercise in solving of marketing problems and analyse and interpret their decision. The course is a combination of theoretical and practical module. After passing of this subject students should be able to design the whole marketing strategy, analyse marketing environment, carry out the marketing situation analysis ba key methods, realise particular phases of marketing research and carry out segmentation, targeting and positioning, etc.
Syllabus
  • 1st Introduction to the marketing, basic concepts of marketing
  • 2nd History of marketing, basic principles of Marketing Management
  • 3rd Marketing research, segmentation
  • 4th Purchasing behaviour of customers
  • 5th Marketing mix - "4P"
  • 6th Product - characterization, classification, product life cycle
  • 7th Price - factors affecting pricing, method of pricing
  • 8th Marketing communication
  • 9th Promotion - advertising, sales promotion, public relations, personal selling, direct marketing, event marketing, integrated marketing communications
  • 10th Distribution - distribution channels, retail, wholesale, physical distribution
  • 11th New trends in marketing - mobile marketing, guerrilla marketing, product placement, word of mouth
  • 12th Marketing of services and non-profit organisations
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
    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
  • BARTÁKOVÁ, G. A kol. Marketing manažment II – ako v súčasnom trhovom prostredí postupovať. Bratislava: 228 s.r.o., 2007. Str. 9–23. ISBN 978-80-969856-1-6
  • 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.
General note: Vypsán pouze pro uznání předmětů.
The course is also listed under the following terms Winter 2008, Summer 2009, Summer 2010, summer 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, winter 2017.
  • Enrolment Statistics (winter 2011, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2011/MAM_1