Course details

Marketing

HMR FSI HMR Acad. year 2018/2019 Summer semester 5 credits

Current academic year

The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.

Guarantor

Chalupský Vladimír, doc. Ing., CSc., MBA

Language of instruction

Czech

Completion

Credit+Examination

Time span

  • 26 hrs lectures
  • 26 hrs exercises

Department

Institute of Manufacturing Technology (ÚST)

Lecturer

Chlebovský Vít, doc. Ing., Ph.D. (ÚM)

Instructor

Machala Jan, Ing.
Schüller David, Ing., Ph.D. (ÚM)

Subject specific learning outcomes and competences

Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.

Learning objectives

The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.

Prerequisite knowledge and skills

Knowledge of basic economic terms.

Study literature

  • KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460

Fundamental literature

  • KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
  • CHLEBOVSKÝ, V. MARKETING PRO B-2- B TRHY. BRNO: AKADEMICKÉ NAKLADATELSTVÍ CERM, S.R.O. BRNO, 2010. ISBN: 978-80-214-4129- 3.
  • KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460.

Syllabus of lectures

1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy

Syllabus of exercises

1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising

Progress assessment

Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.

Teaching methods and criteria

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Controlled instruction

Two written tests in the course of the semester, working out a seminar project.

Course inclusion in study plans

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