Title:

Rudiments of Marketing

Code:IZMA
Ac.Year:2017/2018
Term:Summer
Curriculums:
ProgrammeBranchYearDuty
IT-BC-3BIT-Elective
IT-BC-3BIT2ndElective
Language:Czech
Credits:5
Completion:credit+exam (written)
Type of
instruction:
Hour/semLecturesSem. ExercisesLab. exercisesComp. exercisesOther
Hours:26260013
 ExaminationTestsExercisesLaboratoriesOther
Points:1000000
Guarantee:Chalupský Vladimír, doc. Ing., CSc., MBA, IM
Lecturer:Kaňovská Lucie, Ing., Ph.D., FBM
Instructor:Kaňovská Lucie, Ing., Ph.D., FBM
Novák Petr, Ing., Ph.D., FBM
Faculty:Faculty of Business and Management BUT
Department:Institute of Management FBM BUT
Schedule:
DayLessonWeekRoomStartEndLect.Gr.St.G.EndG.
Monexercise - KaňovskálecturesP15707:0008:502BIAxxxx
Monexercise - KaňovskálecturesP15707:0008:502BIBxxxx
Monexercise - KaňovskálecturesP15707:0008:503BITxxxx
Monlecture - KaňovskálecturesE33709:0010:502BIAxxxx
Monlecture - KaňovskálecturesE33709:0010:502BIBxxxx
Monlecture - KaňovskálecturesE33709:0010:503BITxxxx
Monexercise - KaňovskálecturesE34011:0012:502BIAxxxx
Monexercise - KaňovskálecturesE34011:0012:502BIBxxxx
Monexercise - KaňovskálecturesE34011:0012:503BITxxxx
 
Learning objectives:
  The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business, while emphasising the use of SWOT analysis.
Description:
  Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.
Knowledge and skills required for the course:
  No prerequisity knowledge is called for.
Learning outcomes and competences:
  How to do marketing.
Syllabus of lectures:
 Rudiment knowledge in the marketing area.
Syllabus of numerical exercises:
 Rudiment knowledge in the marketing area.
Fundamental literature:
 
  • Kaňovská, L., D. Schuller. Základy marketingu. 2. vyd. Brno, CERM, 2016, 123 s., ISBN 978-80-214-5107-0 (in Czech).
  • Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
  • Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. (in Czech)
  • Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. (in Czech)
  • Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. (in Czech)
  • Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. (in Czech)
  • Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. (in Czech)
  • Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. (in Czech)
  • Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003. (in Czech)
Study literature:
 
  • Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
  • Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
Controlled instruction:
  In the second exercise, the students will be divided into 3-5 member teams in which they will process a team project (TP). This project will be presented by the teams at the 12th exercise. The topic of the team projects is the elaboration of marketing activities for a non-profit company from Brno. Learn more about the project during the course. Another condition for getting the credit is work on case studies in the exercises, passing the test/written exam and overall active participation in the exercises.
Exam prerequisites:
  Attendance at practice and homework.