Course syllabus MRK - Marketing (ŠAVŠ - WS 2019/2020)

     Czech          English          

Course title: Marketing
Semester:
WS 2019/2020
Course supervisor:
Supervising department:
Prerequisites for registration: not Bachelor state examination
Time allowance:
part-time, 0/12 (lectures per period / seminars per period)
Type of study:
usual
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (3 credits)
Course objective:
To explain students marketing activities in the company, marketing conceps and principles of the marketing mix. To make them understand the meaning of marketing management and planning and be able to draft marketing plan for selected product.
 
Course methods:
Lectures and seminars. Students solve team seminar project of "their product". They are expected to present parts of the project during the seminars. Individual essay is expected in following structure:
- Importance of the topic
- Literature research (min 5 resources)
- Student´s own opinion
- Example for company´s practice
- Comparison of theory and practice
- Own conclusions
- Literature (list of pictures, graphs, tables - if there are any)
 
Course content:
1.
Marketing, definitions and its development (allowance 2/1)
 
a.
Vision, mission and company objectives. Marketing objectives in the company´s strategy
b.
Teams and topics for final project
c.
Individual essay topics

2.
Marketing management, marketing mix, principles of marketing planning (allowance 2/1)
 
a.
Schedule of team presentations according to pre-defined topics during the semester
b.
Definition of teams product

3.Marketing environments (internal and external) (allowance 2/1)
 
a.
Internal and external forces in marketing environment
b.Prezentation of the first part of team´s project

4.
Marketing research and marketing information system (MIS) (allowance 2/1)
 
a.
Market research, reaserch methods
b.
Marketing research process and interpretation of results

5.
Segmentation, targeting and positioning (allowance 2/1)
 
a.
Market segmentation, targeting and positioning for team´s product.
b.
Segmentation criteria on B2B and B2C markets
c.
Consumer behaviour, models of consumer behaviour. Factors influencing consumer behaviour.

6.
Product and brand (allowance 2/1)
 
a.
Tangible and intangible products, brand
b.Branding strategies
c.
Analysis of product wheel for team´s project

7.
Product and brand life cycles (allowance 2/1)
 
a.
Difference between product and brand life cycles
b.
Optimal and irregular types of life cycles
c.
Marketing strategy changes during PLC in theory and practice of team´s product/brand

8.
Pricing (allowance 2/1)
 
a.Price definition, price setting, price calculations
b.Pricing strategy during PLC
c.
Pricing of team´s product

9.
Distribution (allowance 2/1)
 
a.
Distribution channels, channel members
b.Market coverage
c.
Distribution strategy of team´s product

10.
Integrated marketing communications (allowance 2/1)
 
a.
Integration of internal and external communications of the company
b.
Differences in communications mix on B2B and B2C markets
c.
Advertising, sales promotions, PR, personal selling, direct marketing, e-communication
d.
IMC of team´s product/brand

11.
Marketing strategies and their specifics on global market (allowance 2/1)
 
a.
Competitive strategies
b.
Growth strategies
c.Adaptation of marketing strategies in international environment

12.Contemporary trends in marketing (allowance 2/1)
 
a.
E-communications, social networks, etc.
b.
Final evaluation of semester activities in seminars.
c.
Learning outcomes

 
Learning outcomes and competences:
After completing the course, student:
 
-
Define and understand important concepts and tools of strategic marketing process
-Profesionaly deal with selected topic in marketing (seminar paper)
-
Will apply theory in marketing planning

Teaching methods and workload (hours of workload):
Type of teaching methodCombined form
Direct teaching
     Attendance of lectures
12 h
     Attendance of courses/seminars/tutorials
0 h
     Consultations with teacher (part-time form of study)9 h
Self-study
     Course reading and ongoing preparation
15 h
     Composing of individual (seminar) work
10 h
     Composing of presentation
3 h
     Preparation for final test
30 h
Essay
5 h
Total
84 h
 
Assessment methods:
Requirement typeCombined form
Active lecture/seminar/workshop/tutorial participation
10 %
Term paper20 %
Presentation
0 %
Final test
50 %
Essay
20 %
Total
100 %
 
Course completion:
Students should:
- attend lectures and seminars
- write assigned individual essay
- prepare and present team team project. Presentations of predefined parts are to be presented in form of minutes during semester according to the course schedule.

All homeworks should be put in Coursework submissions on AIS

Student is allowed to sign for written exam when above mentioned study obligations are completed.

The final test consists of 10 questions (falls-true, multiple choice, open-ended), (min. 27 points to pass).
 
Support for combined/distance forms of study:
Supporting documents on DS, individual consulting, e-consulting.
 
Reading list:
Basic:
Language of instruction: Czech
KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. Praha: Grada, 2018. ISBN 978-80-247-5869-5..
KOTLER, P. -- KELLER, K L. Marketing management.: 14. vydání. 14th ed. Praha: GRADA, 2013. ISBN 978-80-247-4150-5.
PŘIKRYLOVÁ, J. -- ŠTRACH, P. -- JADERNÁ, E. -- VELINOV, E. -- KINCL, T. Moderní marketingová komunikace, 2. vydání. Praha: Grada Publishing, a.s., 2019. 350 p. ISBN 978-80-271-0787-2.

Recommended:
Language of instruction: Czech
FORET, M. Marketing v regionálním rozvoji. 1st ed. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-770-0.
KUMAR, N. Marketing jako strategie vedoucí k úspěchu. 1st ed. Praha: Grada Publishing, a.s., 2008. ISBN 978-80-247-2439-3.
ZAMAZALOVÁ, M. Marketing. 2nd ed. Praha: C. H. Beck, 2010. ISBN 978-80-7400-115-4.
REIS, A. -- TROUT, J. 22 věčných zákonů marketingu. Praha: MANAGEMENT PRESS, 1997. 111 p.

Study plans:
Field of study B-EM-BAS Business Administration and Sales, part-time form, initial period WS 2018/2019, place of teaching Mladá Boleslav
Field of study B-EM-BAL Business Administration and Operations, Logistics and Quality Management, part-time form, initial period WS 2018/2019, place of teaching Mladá Boleslav
Field of study B-EM-FAM Business Administration and Financial Management, part-time form, initial period WS 2018/2019, place of teaching Mladá Boleslav
Track B-EMCZ-BRLZ Human Resources Management, part-time form, initial period WS 2018/2019, place of teaching Mladá Boleslav
 
Run in the period of:
WS 2020/2021, SS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018 (and older)
Course tutor: doc. Ing. Jana Přikrylová, Ph.D. (supervisor)
Ing. Hana Volfová, Ph.D. (examiner, instructor)
Teaching language:
Czech
Room:
Mladá Boleslav


Last modification made by Ing. Lucie Kočí on 02/05/2020.

Type of output: