Course syllabus MRK - Marketing (ŠAVŠ - SS 2015/2016)

     Czech          English          

Course title: Marketing
Semester: SS 2015/2016
Course supervisor: Ing. Hana Jahodová, CSc.
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)
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 strategy. The attention is also paid to selected aspects of international marketing.
Course methods: Lectures and seminars. Case studies and their presentations. Presentation of final paper.
Course content:
1.Marketing, definitions and history (allowance 0/0)
a.Introduction, topics of final paper

2.Marketing environment (allowance 0/0)
a.Marketing activities in company

3.Consumer behaviour (allowance 0/0)
a.Consumer decision-making models

4.Strategic planning and marketing information system (allowance 0/0)
5.Marketing research (allowance 0/0)
a.Research methodologies, research process, results and conclusions

6.Segmentation, targeting and positioning (allowance 0/0)
a.Segmentation criteria, target markets definition, different approaches to positioning

7.Product, service, brand. (allowance 0/0)
a.Life cycle and strategies in different phases of life cycle.

8.Pricing (allowance 0/0)
a.Price definition, price setting, price calculations

9.Distribution (allowance 0/0)
a.Distribution channels, channel members, wholesale, retail. Trends

10.Marketing communications (allowance 0/0)
a.Advertising, sales promotions, PR, personal selling, direct marketing, e-communication

11.International marketing (allowance 0/0)
a.International environment, market entry modes, differences in strategic approaches

12.New trends in marketing (allowance 0/0)
Learning outcomes and competences:
After completing the course, student will be able to:
-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 attendance
Direct teaching
     Attendance of lectures22 h
     Attendance of courses/seminars/tutorials12 h
     Consultations with teacher (part-time form of study)0 h
     Course reading and ongoing preparation10 h
     Composing of individual (seminar) work15 h
     Composing of presentation5 h
     Preparation for final test20 h
Total84 h
Assessment methods:
Requirement typeDaily attendance
Active lecture/seminar/workshop/tutorial participation10 %
Term paper20 %
Presentation10 %
Final test60 %
Total100 %
Course completion:
Students shoud:
- attend lectures and seminars
- participate in class discussions on case studies
- homework and put them in homework submission at AIS during semester
- prepare and prsent final paper
Student is allowed to sign for written exam when above mentioned study obligations are completed and minimum points are aquired.

The exam test consists of 10 questions (falls-true, multiple choice, open-ended)

100 - 90 points - A
89 - 80 points - A 
79 - 70 points - A
Support for combined/distance forms of study:
Supporting documents on DS, individual consulting, e-consulting.
Reading list:
Language of instruction: Czech
KARLÍČEK, M. -- A KOLEKTIV. Základy marketingu. Praha: Grada Publishing, 2013. ISBN 978-80-247-4208-3.
KOTLER, P. -- KELLER, K L. Marketing management.: 14. vydání. 14th ed. Praha: GRADA, 2013. ISBN 978-80-247-4150-5.
KOTLER, P. -- ARMSTRONG, G. Principles of Marketing.: Sixteenth edition. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09248-5.

Language of instruction: Czech
FORET, M. Marketing v regionálním rozvoji. 1st ed. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-770-0.
ARMSTRONG, G. -- WONG, V. -- SAUNDERS, J. -- KOTLER, P. Moderní marketing. 4th ed. Praha: GRADA, 2007. 1041 p. ISBN 978-80-247-1545-2.
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.
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.
KELLER, K L. -- KOTLER, P. Marketing Management, 14th edition. New Jearsey: New Jearsey : Pearson , 2012. ISBN 978-0-13-210292-6.

Study plans:
B-EM-BAL Business Administration and Operations, Logistics and Quality Management, full-time form, initial academic year WS 2015/2016
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2015/2016
B-EM-FAM Business Administration and Financial Management, full-time form, initial academic year WS 2015/2016
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2015/2016
B-EM-FME Business Administration and Financial Management, full-time form, initial academic year WS 2015/2016
B-EM-PERLZ Business Administration and Human Resources Management, full-time form, initial academic year WS 2015/2016
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. Hana Jahodová, CSc. (supervisor)
Ing. Iva Prokopová (examiner, instructor, lecturer)
doc. Ing. Jana Přikrylová, Ph.D. (examiner, instructor, lecturer)
Teaching language: Czech, English
Room: Mladá Boleslav

Last modification made by Ing. Zuzana Hejhalová on 06/28/2016.

Type of output: