Course syllabus MRK - Marketing (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: Marketing
Semester: -- item not defined --
Course supervisor: doc. Ing. Jana Přikrylová, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: not Bachelor state examination
Time allowance: full-time, 2/1 (hours of lectures per week / hours of seminars per week)
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:
-Will apply theory in marketing planning
-Will define and analyze target groups, define positioning of selected brand
-Will recognize foundational elements of marketing strategy and tactics within an organization

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of lectures24 h12 h
     Attendance of courses/seminars/tutorials12 h0 h
     Consultations with teacher (part-time form of study)0 h9 h
     Course reading and ongoing preparation10 h15 h
     Composing of individual (seminar) work10 h10 h
     Composing of presentation3 h3 h
     Preparation for final test20 h30 h
Essay5 h5 h
Total84 h84 h
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation6 %10 %
Term paper20 %20 %
Presentation10 %0 %
Final test50 %50 %
Essay14 %20 %
Total100 %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 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:
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.
Language of instruction: English
KELLER, K L. -- KOTLER, P. Marketing Management, 14th edition. New Jearsey: New Jearsey : Pearson , 2012. ISBN 978-0-13-210292-6.
KOTLER, P. -- ARMSTRONG, G. Principles of Marketing.: Sixteenth edition. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09248-5.
ARMSTRONG, G. -- KOTLER, P. -- OPRESNIK, M O. Marketing: an introduction. Pearson, 2017. 669 p. ISBN 978-1-292-14650-8.

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.
Language of instruction: English
LAMBIN, J J. Market - Driven management.: Strategic and operational marketing. 2nd ed. Palgrave Macmillan, 2007. 477 p. ISBN 978-1-4039-9852-1.
FORET, M. Management in the Regional Development. 1st ed. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-807-3.
FIORELLA, S. -- BROWN, D. Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Indianapolis: Routledge, 2013. 250 p. ISBN 978-07-897-5104-1.

Study plans:
B-EM-BAL Business Administration and Operations, Logistics and Quality Management, full-time form, initial academic year WS 2013/2014
B-EM-BAL Business Administration and Operations, Logistics and Quality Management, part-time form, initial academic year WS 2013/2014
B-EMCZ Economics and Management, full-time form, initial academic year WS 2019/2020
B-EMCZ Economics and Management, full-time form, initial academic year WS 2019/2020
B-EMCZ Economics and Management, part-time form, initial academic year WS 2019/2020
B-EMCZ Economics and Management, part-time form, initial academic year WS 2019/2020
B-EMEN Economics and Management, full-time form, initial academic year WS 2019/2020
B-PM Průmyslový management, full-time form, initial academic year WS 2019/2020
B-PEMI Podniková ekonomika a manažerská informatika, full-time form, initial academic year WS 2019/2020
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: Ing. Helena Cetlová (examiner, instructor)
Ing. Olga Fikarová (examiner, instructor)
Ing. Zuzana Hejhalová (examiner, instructor)
Ing. Iva Prokopová (examiner, instructor, lecturer)
doc. Ing. Jana Přikrylová, Ph.D. (examiner, instructor, lecturer, supervisor)
Teaching language: Czech, English
Room: Mladá Boleslav

Last modification made by doc. Ing. Jana Přikrylová, Ph.D. on 09/02/2019.

Type of output: