MARK Marketing

Institute of Technology and Business in České Budějovice
winter 2019
Extent and Intensity
4/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Petra Martíšková, Ph.D. (seminar tutor)
Ing. Marie Slabá, Ph.D. (seminar tutor)
Ing. Mgr. Martin Vítek, Ph.D., MBA (seminar tutor)
Guaranteed by
Ing. Marie Slabá, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MARK/A6: Sun 29. 9. 8:00–9:30 B1, 9:40–11:10 B1, 11:25–12:10 B1, Sun 27. 10. 13:05–14:35 B1, 14:50–16:20 B1, 16:30–17:15 B1, Sun 15. 12. 8:00–9:30 B1, 9:40–11:10 B1, P. Martíšková, M. Vítek
MARK/P01: Mon 14:50–16:20 B1, Mon 16:30–18:00 B1, P. Martíšková, M. Slabá
Prerequisites
MAX_KOMBINOVANYCH ( 212 ) && MAX_PREZENCNICH ( 356 )
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. Creating teams for a group project. Defining the first partial task of a group project.
  • 2. Discussion about the first partial task. 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. Defining the second partial task of a group project.
  • 8. Price. Defining the third partial task of a group project.
  • 9. Marketing communication and communication mix.
  • 10. Discussion about the second and third partial task. Distribution. Defining the fourth and fifth partial task of a group project.
  • 11. Discussion about the fourth and fifth partial task. Marketing of services and non-profit sector.
  • 12. Marketing applications. The project presentation.
  • 13. Marketing and global markets. The project presentation.
Literature
    required literature
  • 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.
  • KARLÍČEK, Miroslav a kol. Základy marketingu. 1. vyd. Praha: Grada Publishing, 2013. 255 s. ISBN 978-80-247-4208-3.
  • KOTLER, Philip and Gary ARMSTRONG. Marketing. In Expert. Praha: Grada, 2004, 855 s. Expert. ISBN 80-247-0513-3. info
    recommended literature
  • KARLÍČEK, M., 2016. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-247-5769-8.
  • 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 Gary ARMSTRONG. Principles of marketing. 15th global ed. Harlow: Pearson, 2014, 716 pp. ISBN 978-0-273-78699-3. info
Forms of Teaching
Lecture
Consultation
Teaching Methods
Frontal Teaching
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
Preparation for Seminars, Exercises, Tutorial 20
Preparation for the Final Test81103
Project2222
Attendance on Lectures5210
Final Exam11
Total:156156
Assessment Methods and Assesment Rate
Test – final 70 %
Project 20 %
účast na přednáškách/tutoriálech (in Czech) 10 %
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.
The course is also listed under the following terms winter 2017, winter 2018, summer 2019, winter 2020.
  • Enrolment Statistics (winter 2019, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2019/MARK