| Course title | Management and Marketing |
|---|---|
| Course code | KŘE/BZMME |
| Organizational form of instruction | no contact |
| Level of course | Bachelor |
| Year of study | 3 |
| Semester | Winter and summer |
| Number of ECTS credits | 0 |
| Language of instruction | Czech, English |
| Status of course | Compulsory-optional |
| Form of instruction | Face-to-face |
| Work placements | This is not an internship |
| Recommended optional programme components | None |
| Lecturer(s) |
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| Course content |
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1.Defining Marketing and Marketing proces 2.Company and marketing strategy: Partnering to build Customer relationship 3.Analyzing the marketing environment 4.Managing marketing infomation to gain customer insights 5.Consumer markets and business buyer behavior 6.Market segmentation, targeting and positioning. Marketing mix 7.Products, services, Brands. Product development and PLC 8.Pricing: Customer value, Pricing strategies 9.Marketing Channels: Delivering Customer Value 10.Marketing communication: Integrated marketing communication strategy, promotion mix. 11. Principle and role of enterprises in an economy, enterprises aims, classification of enterprises; 12. Enterprise floatation, activities incidental to enterprise floatation; 13. Business initial budget; 14. Enterprises assets, structure, evaluation of assets; 15. Fixed assets depreciation; 16. Capital structure of enterprise, optimization; 17. Revenues, costs and profit, cost calculation; 18. Break even point analysis, cash flow; 19. Prices, base-point pricing, pricing methods; 20. Supply process, material balance, calculation of material consumption, supply standards fixing; 21. Productive activity of enterprise, production function - teoretic principle of production economy, capacity of production; 22. Investment activity of enterprise, procedure and methods of investment efficiency evaluation; 23. Evaluation of business performance; 24. Crisis development of enterprise, turnaround and extinction of a enterprise. 25. Introduction to management. 26. The historical evolution of management. 27. Strategic management. 28. Planning. 29. Organizational structure. 30. Human resources management. 31. Leadership. 32. Theory of motivation. 33. Communication. 34. Decision making. 35. Control processes. 36. Organizational culture.
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| Learning activities and teaching methods |
| unspecified |
| Learning outcomes |
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Contents of this subject is state final exam in management, business economics and marketing. Student should show in the frame of state final exam knowledge of basic items, principles of management and marketing and their application.
Students know basic terminology, theoretical principles, and method used in the field of business economics, management and marketing. Students are able to apply the acquired knowledge in practice. |
| Prerequisites |
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Management (KŘE - MANZ/QMANZ), Marketing (KOD - ZMA/KZMA), Business Economics (KEN - EP1/QEP1)
KOD/KZMA ----- or ----- KOD/YZMA ----- or ----- KOD/ZMA and KŘE/CMAN ----- or ----- KŘE/KAMAN ----- or ----- KŘE/MANZ ----- or ----- KŘE/MANZA ----- or ----- KŘE/QMANZ ----- or ----- KŘE/YMANZ and KEN/CEP ----- or ----- KEN/EP1 ----- or ----- KEN/OEP1 ----- or ----- KEN/QEP1 |
| Assessment methods and criteria |
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Oral examination
Students have to prove their complex understanding of the basic terminology and principles of business economics, management and marketing, they have to be able to respond to particular questions and to apply theoretical knowledge in practical examples. |
| Recommended literature |
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| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester | |
|---|---|---|---|---|
| Faculty: Faculty of Economics | Study plan (Version): Economic Informatics (4) | Category: Economy | 3 | Recommended year of study:3, Recommended semester: Summer |
| Faculty: Faculty of Economics | Study plan (Version): Structural Policy of the EU for Public Administration (4) | Category: Economy | 3 | Recommended year of study:3, Recommended semester: Summer |
| Faculty: Faculty of Economics | Study plan (Version): Economic Informatics (4) | Category: Economy | 3 | Recommended year of study:3, Recommended semester: Summer |