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Lecturer(s)
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Humlerová Veronika, Mgr. Ing. Ph.D.
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Course content
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1.Marketing, contemporary definition of marketing. His role in society. The origin and development of marketing theory. The essence of marketing. Marketing concepts. 2. The role of marketing in the company. Marketing strategies and planning. Marketing Management and its Phase. Planning concepts in marketing. 3. Analysis of the marketing environment. Assessing opportunities in an unviable environment. Marketing microenvironment and macro-environment. 4. Finding options on target markets by segmenting them. Market segmentation and market segments. The benefits of market segmentation a its implementation. 5. Competition. Identification of competition. The importance of competition. Revealing the objectives of the competition. Advantages and weaknesses of competitors. Choice competitors. Types of competitors by reaction. 6. Getting information for marketing decisions. Marketing Research, Purpose and Applications. Marketing Information System a its parts. 7. Consumer and industrial markets. Ultimate consumers and their shopping behavior. Industrial customers and customers intermediaries and their buying behavior. Purchase decision processes. Model of customer behavior. 8. Marketing mix, ingredients and brief characteristics. 9. Product. Product policy. New products and their development in marketing. Market introduction strategy. Life cycle product. Brand, packaging, services. 10. Distribution. Distribution policy. Distribution paths and physical distribution. Distribution systems their origin and functioning. 11. Retail. Retailer Planning and Strategy. Types of retailers and the nature of their offer. Classification of retail shops. Wholesale, its types and functions. 12. Price. Pricing policy. Targets, flexibility, levels and price structure. Pricing in the real world 13. Marketing communication. Marketing communication mix (advertising, sales promotion, personal sales, public relations), 14. Marketing communication plan. Media selection. Managing an ad campaign, determining the amount of funds, and rating it effectiveness.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
- Field trip
- 10 hours per semester
- Semestral paper
- 30 hours per semester
- Class attendance
- 56 hours per semester
- Preparation for credit
- 10 hours per semester
- Preparation for exam
- 44 hours per semester
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Learning outcomes
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Learning outcomes of the course unit The aim of the subject is to understand the essence of marketing activity, marketing philosophy, orientation in marketing terminology and basic tools of marketing mix.
Students understand the basic terminology and principles of marketing access to the market. They are able to work with marketing in a company / organization.
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Prerequisites
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Knowledge of Management
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Assessment methods and criteria
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Oral examination, Test
Credit Requirements: attendance at seminars according to the study regulations and preparation and presentation of semestral work. Examination requirements: Written examination (60% success rate).
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Recommended literature
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KOTLER, P. Marketing od A do Z. Osmdesát pojmů, které by měl znát každý manažer. Praha, 2003.
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McCARTHY, E.J., PEREAULT, W.D. Základy marketingu. Praha, 1995.
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SKOŘEPA, L., VOCHOZKA, M. Základy marketingu. VŠTE České Budějovice. ISBN 978-80-87278-01-7.
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