MAR_a Marketing

Institute of Technology and Business in České Budějovice
winter 2012
Extent and Intensity
2/0. 3 credit(s). Type of Completion: zk (examination).
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
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 subject is familiarization with the basis of marketing, explanation and understanding of initial principles of marketing and basic marketing terms ("4P" product, price, communication mix, distribution), market research, segmentation, purchase behaviour, etc.) After passing the subject students get a complex overview and knowledge from the field of marketing. A successful graduate solves practically basic marketing problems ( is able to define basic segmentation criteria for the elected product (product or service), is able to distinguish marketing of the product and service, etc.) and analyses tools of marketing mix (product, price, communication mix, distribution).
Syllabus
  • 1. Introduction to the marketing, basic concepts of marketing
  • 2. History of marketing, basic principles of Marketing Management
  • 3. Marketing research, segmentation
  • 4. Purchasing behaviour of customers
  • 5. Marketing mix - "4P"
  • 6. Product - characterization, classification, product life cycle
  • 7. Price - factors affecting pricing, method of pricing
  • 8. Marketing communication
  • 9. Promotion - advertising, sales promotion, public relations, personal selling, direct marketing, event marketing, integrated marketing communications
  • 10. Distribution - distribution channels, retail, wholesale, physical distribution
  • 11. New trends in marketing - mobile marketing, guerrilla marketing, product placement, word of mouth
  • 12. Marketing of services and non-profit organisations
Literature
    required literature
  • BOUČKOVÁ, Jana. Základy marketingu. 3., nezměn. vyd. Praha: Oeconomica, 2007, 220 pp. ISBN 978-80-245-1169-6. Obsah info
  • KOTLER, P. and G. ARMSTROG. Marketing. 6th ed. Praha: Grada Publishing, 2003, 864 pp. ISBN 80-247-0513-3. info
  • SKOŘEPA, Ladislav and Marek VOCHOZKA. Základy marketingu. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2008, 101 pp. ISBN 978-80-87278-01-7. info
  • KOTLER, P. a kol. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2
    recommended literature
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. 1. vyd. Praha: Grada, 2007, 788 pp. ISBN 978-80-247-1359-5. Obsah info
  • SVĚTLÍK, Jaroslav. Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2005, 340 s. ISBN 80-86898-48-2. info
  • JAKUBÍKOVÁ, D. Strategický marketing. Strategie a trendy. 1st ed. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. info
  • PELSMACKER, Patrick de, Maggie GEUENS and Joeri van den BERGH. Marketingová komunikace. In Expert. Praha: Grada, 2003, 581 s. Expert. ISBN 80-247-0254-1. info
  • PŘIKRYLOVÁ, Jana and Hana JAHODOVÁ. Moderní marketingová komunikace. In Expert. 1. vyd. Praha: Grada, 2010, 303 s. Expert. ISBN 978-80-247-3622-8. Obsah 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
  • KARLÍČEK, M., KRÁL, P. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3541-2
  • HORÁKOVÁ, H. Strategický marketing. Praha: Grada Publishing, a.s., 2003. ISBN 80-247-0447-1
  • FREY, Petr. Marketingová komunikace : to nejlepší z nových trendů. 2., rozš. vyd. Praha: Management Press, 2008, 195 pp. ISBN 978-80-7261-160-7. Obsah info
Forms of Teaching
Lecture
Teaching Methods
Frontal Teaching
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 exam3131
Preparation for Seminars, Exercises, Tutorial 24
active participation in lessons88
Attendance on Lectures39 
Attendance on Seminars/Exercises/Tutorial/Excursion 15
Total:7878
Assessment Methods and Assesment Rate
Exam – written 90 %
active participation in lessons 10 %
Exam conditions
Written exam - Grading scale: A: 100 - 96 B: 95 - 91 C: 90 - 81 D: 80 - 71 E: 70 - 61 FX: 60 - 30 F: 29 - 0
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught every week.
The course is also listed under the following terms winter 2011, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, Summer 2016, winter 2016, winter 2017, winter 2018, summer 2019.
  • Enrolment Statistics (winter 2012, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2012/MAR_a