Course: Marketing 1

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Course title Marketing 1
Course code MUMM/2MAR1
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Pilík Michal, doc. Ing. Ph.D.
  • Kozák Vratislav, doc. Ing. Ph.D.
Course content
Concept and definition of marketing Development phases of marketing (marketing 3.0, marketing 4.0) Strategic planning and marketing process Segmentation and segmentation approaches Marketing environment, ethics and social responsibility Consumer behavior in consumer markets Product and product strategies Price and pricing strategies Distribution and distribution process Integrated marketing communication CRM - customer relationship management New trends in marketing

Learning activities and teaching methods
Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic), Teamwork, Individual work of students
  • Preparation for course credit - 30 hours per semester
  • Term paper - 32 hours per semester
  • Home preparation for classes - 28 hours per semester
  • Preparation for examination - 32 hours per semester
  • Participation in classes - 28 hours per semester
prerequisite
Knowledge
Knowlidge of Management I, Enterprise Economics I
Knowlidge of Management I, Enterprise Economics I
learning outcomes
describe what is marketing and marketing system
describe what is marketing and marketing system
characterize the marketing environment and its individual components with an emphasis on the differences between B2C and B2B markets
characterize the marketing environment and its individual components with an emphasis on the differences between B2C and B2B markets
identify customer buying behaviour in B2C markets and in the online environment
identify customer buying behaviour in B2C markets and in the online environment
describe in detail the individual elements of the marketing mix in their classic structure - product, price, distribution, promotion
describe in detail the individual elements of the marketing mix in their classic structure - product, price, distribution, promotion
prepare a basic marketing strategy on the basis of the above points
prepare a basic marketing strategy on the basis of the above points
prepare basic market research
prepare basic market research
Skills
prepare analyses for marketing decision-making (e.g. SWOT analysis, Porter 5 forces model, BCG matrix, etc.)
prepare analyses for marketing decision-making (e.g. SWOT analysis, Porter 5 forces model, BCG matrix, etc.)
apply procedures for determining marketing strategy
apply procedures for determining marketing strategy
design an appropriate corporate marketing mix to meet the needs of the B2C market
design an appropriate corporate marketing mix to meet the needs of the B2C market
implement basic marketing research on the B2C market with all its aspects
implement basic marketing research on the B2C market with all its aspects
teaching methods
Knowledge
Dialogic (Discussion, conversation, brainstorming)
Dialogic (Discussion, conversation, brainstorming)
Methods for working with texts (Textbook, book)
Methods for working with texts (Textbook, book)
Projection (static, dynamic)
Projection (static, dynamic)
Individual work of students
Individual work of students
Teamwork
Teamwork
Lecturing
Lecturing
assessment methods
Preparation of a presentation
Essay
Oral examination
Written examination
Oral examination
Grade (Using a grade system)
Grade (Using a grade system)
Essay
Preparation of a presentation
Written examination
Recommended literature
  • ? ARMSTRONG, Gary, Philip KOTLER a Marc Oliver OPRESNIK. Marketing: an introduction. Boston: Pearson, 2017. ISBN 978-1-292-14650-8.
  • CHLEBOVSKÝ, V. Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. 1. vydání. Praha: Grada, 2017. ISBN 978-80-271-0559-5.
  • KARLÍČEK , Miroslav. Základy marketingu. Praha: Grada, 2013. ISBN 978-80-247-4208-3.
  • KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
  • KOTLER, P., KOTLER, M. 8 strategií růstu: jak ovládnout trh. Brno: BizBooks, 2013. ISBN 978-80-265-0076-6.
  • KOTLER, P. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. Hoboken, 2017. ISBN 978-1-119-34120-8.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester