MARK Marketing

Institute of Technology and Business in České Budějovice
winter 2018
Extent and Intensity
4/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Petra Martíšková, Ph.D. (seminar tutor)
Ing. Roman Švec, Ph.D. (seminar tutor)
Guaranteed by
Ing. Marie Slabá, 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
MARK/A5: Sun 14. 10. 8:00–9:30 B1, 9:40–11:10 B1, Sun 2. 12. 8:00–9:30 E1, 9:40–11:10 E1, 11:25–12:10 E1, Sun 16. 12. 13:05–14:35 E1, 14:50–16:20 E1, 16:30–17:15 E1, R. Švec
MARK/P01: Wed 13:05–14:35 B1, Wed 14:50–16:20 B1, R. Švec
Prerequisites
MAX_KOMBINOVANYCH(200) && MAX_PREZENCNICH(250)
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
  • 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.
  • 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.
  • 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.
Organizační formy výuky
Lecture
Tutorial
Komplexní výukové metody
Frontal Teaching
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures24 
Preparation for Seminars, Exercises, Tutorial 46
Preparation for the Final Test80100
Attendance on Lectures52 
Attendance on Seminars/Exercises/Tutorial/Excursion 10
Total:156156
Metody hodnocení a jejich poměr
Test – final 100%
Language of instruction
Czech
Teacher's information
Účast na výuce ve všech formách řeší samostatná vnitřní norma VŠTE (Evidence docházky studentů na VŠTE). Pro studenty prezenční formy studia je na kontaktní výuce, tj. vše kromě přednášek, povinná 70% účast. 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.
The course is also listed under the following terms winter 2017, summer 2019, winter 2019, winter 2020.
  • Enrolment Statistics (winter 2018, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2018/MARK