KHMAR Marketing

Faculty of Economics and Administration
Autumn 2008
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
Guaranteed by
Ing. Klára Kašparová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Timetable
Sun 5. 10. 8:30–11:50 P103, Sun 26. 10. 16:20–19:35 P101, Sat 29. 11. 8:30–11:50 P103
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course of Marketing I. builds on the knowledge gained in courses of economics, sociology, psychology and corporate economy. The course introduces students to the development of the concept of marketing management and various insights into marketing in terms of its mission and objectives. Subsequently it deals with individual analysis of the environment in which the company exists, issues of consumers purchasing behaviour, various marketing mix instruments, as well as the issue of its management in global markets. Special attention is also paid to the explaination of the processing of a marketing plan in which students apply all the knowledge learned in this subject, and its implementation.

At the end of this course, students should be able to:
- explain different perspectives on marketing management, marketing in general and its different types;
- describe various elements of marketing mix;
- understand and explain problems of management marketing mix;
- identify key points in the purchasing behaviour of consumers in terms of marketing;
- use different methods of analysis of the environment;
- develop marketing plan on the basis of the acquired knowledge;
- create a presentation in Microsoft Office PowerPoint, and fit essential parts of the message in the limited time period.
Syllabus
  • The course consists of three blocks of tuition and self-study. See the content of each part below:
  • First block:
  • - Introduction to the topic (evolution of the notions of the function of marketing, individual conceptions of marketing management, different types of marketing, problem of marketing mix);
  • - Company environment ( difference between macro and micro environment, detailed definition of macroenvironment factors in a company, detailed definition of microenvironment factors in a company, explanation of analyses ( SWOT analysis, STEP analysis, Porter analysis of five competitive forces);
  • - Setting up a marketing plan (explanation of the importance of a marketing plan, explanation of the structure of a marketing plan, explanation of the set-up of a marketing plan in a real marketing campaign);
  • Second block:
  • - conception of target marketing (segmentation, targeting, positioning);
  • - presentation of a marketing plan concerning the first theme (presentation of chosen teams, feed-back, evaluation, discussion);
  • Third block:
  • - purchasing behaviour of customers (purchasing behaviour models, psychological factors influencing purchasing behaviour, current researches in purchase behaviour);
  • - product (identity and image, layers of the product, production line, production mix, brand and brand policy, demonstration on real examples, a product’s life cycle and ensuing strategies, criticism of the conception of a product’s life cycle, portfolio analysis and individual models, criticism of portfolio analysis);
  • - presentation of a marketing plan concerning the second theme (presentation of chosen teams, feed-back, evaluation, discussion);
  • Within the self-study students have to study from the DSO Marketing, and from other materials set by the teacher:
  • - marketing research (marketing information system and its relationship with the marketing research, relevance of marketing research, types of marketing research and its advantages and disadvantages, research process and its demand for information, sample selection);
  • - price (broader and narrower view of price in marketing conception, factors influencing the method of pricing, price strategies);
  • - distribution (marketing distribution channel, levels of marketing distribution channel and its advantages and disadvantages, types of marketing distribution channels, types of marketing distribution system, types of distribution and its advantages and disadvantages);
  • - promotion (integrated communication mix, instruments of communication mix, and methods of budget setting.
  • Generation of competitive strategies (market leader’s strategy, challenger’s strategy, outsider’s strategy, and demonstration on real examples);
  • - global marketing (levels of international involvement, internationalization and globalization, problem with global marketing mix, and demonstration on real examples)
Literature
  • FORET, Miroslav, Klára KAŠPAROVÁ, Michael DOLEŽAL and Radoslav ŠKAPA. Marketing. 1st ed. Brno: Masarykova univerzita v Brně, 2004, 166 pp. ISBN 80-210-3500-5. info
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info
  • KOTLER, Philip and Gary ARMSTRONG. Marketing. Translated by Hana Machková. Praha: Grada, 2004, 855 s. ISBN 8024705133. info
Assessment methods
The tuition is divided into 5 meetings (the content of particular meetings hereinbefore). Participation of students in meetings is voluntary except the meeting where the POT (work corrected by the tutor) is presented by the team. The course finishes with a written exam (test). Students can take the exam under conditions mentioned below.


The content of the first meeting and first half of every other meeting is based on the oral and discussion teaching methods. The second half of meetings (starting the second meeting) is based on the situational and inscenational methods of education and interconnects cognitive learning with social learning. Imitation mechanism is used within the presentations of particular teams.


The students ought to work out and hand in 1 POT in team per semester (more detailed information on the content and particular topics is given in the interactive syllabus). POT is presented orally with the support of MS PowerPoint. Students can sign up for particular topics at the first meeting or by e-mail (tutor’s email: klarad@econ.muni.cz). The day of presentation has to be kept (except ordinary visit to the doctor) otherwise the conditions for successful ending of the course are not met. Students’ PowerPoint presentations have to be entered into the catalogue on IS (odevzdavarna) one day before date stated for the particular topic at the latest. If the date of handing in is not met by the students, the conditions of successful ending of the course are not fulfilled. There are two teams presenting in the meeting. Presenting teams are chosen by lot from all prepared teams. Presenting teams or more precisely individual students in team can acquire up to 3 points. Points are added to the points acquired in the final written test. The other prepared but not presenting teams or individuals obtain 2 points automatically. These points are added to the final written test.


Final written test and final classification conditions:
- Students have to hand in and present POT or only hand in POT (in case of not presenting, not selected teams) – see hereinbefore
- Gaining at least 12 points including POT evaluation (POT points are added only once) at the first attempt of passing the exam
- Gaining at least 60 % of total points (at least 12 points) at the second attempt of passing the exam
If a student commits a prohibited act, such as usage of various forbidden tools, cribbing, taking out any part of the exam or any other cheating, teacher is allowed to interrupt an exam and to grade a student with F, FF or FFF according to the seriousness of the offence. The mentioned procedure relates to all the activities that are included to the final evaluation of the course (seminar work, essays, tests etc.).
Language of instruction
Czech
Follow-Up Courses
Further Comments
The course can also be completed outside the examination period.
The course is taught annually.
The course is also listed under the following terms Autumn 2001, Autumn 2002, Autumn 2003, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007.
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