VŠTE:MARK Marketing - Course Information
MARK Marketing
Institute of Technology and Business in České Budějovicewinter 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
Activities Number of Hours of Study Workload Daily Study Combined Study Preparation for Seminars, Exercises, Tutorial 20 Preparation for the Final Test 81 103 Project 22 22 Attendance on Lectures 52 10 Final Exam 1 1 Total: 156 156 - 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.
- Enrolment Statistics (winter 2019, recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2019/MARK