Course details

Rudiments of Marketing

IZMA Acad. year 2018/2019 Summer semester 5 credits

Current academic year

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

Deputy Guarantor

Language of instruction

Czech

Completion

Credit+Examination (written)

Time span

26 hrs lectures, 26 hrs exercises, 13 hrs projects

Assessment points

65 exam, 15 half-term test, 20 projects

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, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
  • 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).
  • Two study materials in PDF that are available for download on this course card.

Fundamental literature

  • KAŇOVSKÁ, Lucie a David SCHULLER. Základy marketingu. 2. vyd. Brno: Akademické nakladatelství CERM, 2015. 131 s. ISBN 978-802-1438-385.
  • 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).
  • 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

  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Lecture of a specialist from practise.
  7. Marketing mix - Distribution.
  8. Marketing mix - Price.
  9. Lecture of a practitioner.
  10. Marketing mix - Communication mix I.
  11. Marketing mix - Communication mix II.
  12. Current trends in marketing.
  13. Lecture of a specialist from practise.

Syllabus of numerical exercises

  1. Introduction to the course. Introduction to marketing. Consumer behavior.
  2. Analysis of the marketing environment.
  3. Segmentation.
  4. Marketing mix - product I.
  5. Marketing mix - Product II.
  6. Marketing mix - Distribution.
  7. Marketing mix - Price.
  8. Retail trail.
  9. Marketing mix - Communication mix I.
  10. Marketing mix - Communication mix II.
  11. Test. Presentation of successful marketing companies.
  12. Presentation of students.
  13. Presentation of students. Credit.

Controlled instruction

Attendance at practice and homework.

Exam prerequisites

Attendance at practice and homework.

Course inclusion in study plans

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