MAR4 Marketing I

Faculty of Economics and Administration
Spring 2001
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Michael Doležal (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (seminar tutor)
Guaranteed by
prof. Ing. Ladislav Blažek, CSc.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Dana Krejčí
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Marketing I (MAR4) The course is a continuation of lectures in economics, sociology, psychology, informatics, business economy and is also linked with management. Besides the historical development of marketing it deals with the principal concepts, main principles and tools of marketing management. It includes the analysis of market opportunities, segmentation, drawing up the marketing mix, marketing strategy and portfolio analysis. Emphasis will be placed on the similarities and differences in individual types of organisations - manufacturing, business, non-profit (marketing of services, marketing of a town, marketing of a political candidate, etc.). The subject matter also includes information sources including monitoring and marketing research. The individual components of the mix - the product, price, distribution and promotions are covered in more detail. Special attention is paid to the issues of consumer behaviour and decision-making, international marketing and the matters of image, identity and corporate culture. Credit requirements: active participation in seminars and completion of an individual marketing project. Examination: oral (the mark will also include an active participation in seminars, level of the project and other practical experiences).
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: every week.
Information on course enrolment limitations: 10 pouze přednáška
The course is also listed under the following terms Spring 2000.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2001/MAR4