Faculty of Information Technology, BUT

Course details

Rudiments of Marketing

IZMA Acad. year 2017/2018 Summer semester 5 credits

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.

Guarantor

Language of instruction

Czech

Completion

Credit+Examination (written)

Time span

26 hrs lectures, 26 hrs exercises, 13 hrs projects

Assessment points

100 exam

Department

IM FBM BUT

Lecturer

Instructor

Subject specific learning outcomes and competences

How to do marketing.

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.

Prerequisite kwnowledge and skills

No prerequisity knowledge is called for.

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).

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)

Syllabus of lectures

Rudiment knowledge in the marketing area.

Syllabus of numerical exercises

Rudiment knowledge in the marketing area.

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.

Course inclusion in study plans

  • Programme IT-BC-3, field BIT, any year of study, Elective
  • Programme IT-BC-3, field BIT, 2nd year of study, Elective
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