Faculty of Information Technology, BUT

Course details

Marketing

MAR FME BUT HMR Acad. year 2019/2020 Summer semester 5 credits

Course is not open in this year
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The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of strategic marketing management are discussed. The focus on industrial marketing issues is dominant.

Guarantor

Language of instruction

Czech

Completion

Credit+Examination

Time span

26 hrs lectures, 26 hrs exercises

Assessment points

60 exam, 20 half-term test, 20 projects

Department

IM FBM BUT

Lecturer

Instructor

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 kwnowledge and skills

Knowledge of basic economic terms.

Fundamental literature

  • KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0. (CS)
  • KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460
  • CHLEBOVSKÝ, V. MARKETING PRO B-2- B TRHY. BRNO: AKADEMICKÉ NAKLADATELSTVÍ CERM, S.R.O. BRNO, 2010. ISBN: 978-80-214-4129- 3.
  • KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
  • KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 15 [edition]. Boston: Pearson, 2016. ISBN 9780133856460. (EN)

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 numerical 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

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

Controlled instruction

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

Written exam at the end.

Exam prerequisites


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

Course inclusion in study plans

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