MAR_a Marketing

Institute of Technology and Business in České Budějovice
winter 2018
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Petra Martíšková, 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
Timetable of Seminar Groups
MAR_a/X01: Sat 1. 12. 8:45–9:30 E5, 9:40–11:10 E5, 11:25–12:10 E5, P. Martíšková
Prerequisites
interesting in marketing and promotion
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 35 student(s).
Current registration and enrolment status: enrolled: 0/35, only registered: 0/35
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.
Learning outcomes
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 analyses tools of marketing mix (product, price, communication mix, distribution).
Syllabus
  • 1. Introduction to the marketing, basic concepts of marketing
  • 2. History of marketing
  • 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, basics 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
  • 12. Internet marketing
  • 13.Marketing of services and non-profit organisations
Literature
    required literature
  • SLABÁ, Marie. Marketing : Studijní opora pro kombinované studium : Bakalářské studium. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2012, 145 pp. ISBN 978-80-7468-013-7. info
  • KOTLER, P. and G. ARMSTROG. Marketing. 6th ed. Praha: Grada Publishing, 2003, 864 pp. ISBN 80-247-0513-3. info
  • KOTLER, P. a kol. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2
  • BOUČKOVÁ, Jana. Základy marketingu. 3., nezměn. vyd. Praha: Oeconomica, 2007, 220 pp. ISBN 978-80-245-1169-6. Obsah info
  • KARLÍČEK, Miroslav a kolektiv. Základy marketingu. 1. vydání. Praha: Grada Publishing, a.s., 2013, 255 pp. ISBN 978-80-247-4208-3. info
    recommended literature
  • 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
  • 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
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15th global ed. Harlow: Pearson, 2014, 716 pp. ISBN 978-0-273-78699-3. info
  • SHERLEKAR, S. A, K. Nirmala PRASAD and S. J. Salvadore VICTOR. Principles of marketing. New Delhi: Himalaya Publishing House, 2010, 357 pp. ISBN 978-93-5024-570-5. info
  • VYSEKALOVÁ, Jitka a kolektiv. Emoce v marketingu : jak oslovit srdce zákazníka. 1. vydání. Praha: Grada Publishing, a.s., 2014, 289 pp. ISBN 978-80-247-4843-6. info
  • SLAVÍK, Jakub. Marketing a strategické řízení ve veřejných službách : jak poskytovat zákaznicky orientované veřejné služby. 1. vydání. Praha: Grada Publishing, a.s., 2014, 183 pp. ISBN 978-80-247-4819-1. info
  • VAŠTÍKOVÁ, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha: Grada Publishing, a.s., 2014, 268 pp. ISBN 978-80-247-5037-8. info
  • KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013, 814 pp. ISBN 978-80-247-4150-5. info
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2. vydání. Praha: Grada, 2013, 362 pp. ISBN 978-80-247-4670-8. info
  • FREY, Petr. Marketingová komunikace: nové trendy. 3. rozš. vyd. Praha: Management Press, 2011, 203 pp. Available from: https://dx.doi.org/1-237-6. 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 exam2121
Preparation for Seminars, Exercises, Tutorial 16
active participation in lessons55
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion 10
Total:5252
Assessment Methods and Assesment Rate
Exam – written 100 %
Exam conditions
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.
Language of instruction
Czech
The course is also listed under the following terms winter 2011, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, Summer 2016, winter 2016, winter 2017, summer 2019.
  • Enrolment Statistics (winter 2018, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2018/MAR_a