PHMARI Marketing I

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
Ing. Klára Kašparová, Ph.D. (seminar tutor)
Ing. Ivana Jašková, Ph.D. (seminar tutor)
Guaranteed by
Ing. Klára Kašparová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Timetable
Tue 14:35–16:15 P101
  • Timetable of Seminar Groups:
PHMARI/1: Tue 7:40–9:15 P103, I. Jašková
PHMARI/2: Tue 12:50–14:30 S310, I. Jašková
PHMARI/3: Thu 18:00–19:35 S311, K. Kašparová
PHMARI/4: Thu 14:35–16:15 S310, K. Kašparová
PHMARI/5: Thu 16:20–17:55 S308, K. Kašparová
PHMARI/6: Tue 10:15–11:50 S311, I. Jašková
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 151 student(s).
Current registration and enrolment status: enrolled: 0/151, only registered: 0/151, only registered with preference (fields directly associated with the programme): 0/151
fields of study / plans the course is directly associated with
Course objectives
The course of Marketing I builds on the knowledge students gain in courses of economics, sociology, psychology and corporate economy. In the course students learn about the development of the concept of marketing management and various insights into marketing in terms of its mission and objectives. Subsequently the course deals with individual analysis of the environment in which the company is doing its business, issues of consumers purchasing behaviour, various marketing mix instruments as well as the issue of company management in global markets. Special attention is paid to the understanding of, processing and implementing a marketing plan. At this point students are expected to apply all they have learnt throughout the course.
The entire subject is divided into two parts - lectures, in which the teacher deals with the above mentioned areas and provides additional information to complement primary literature; and seminars where the teacher invites discussion over individual case studies, current marketing problems and seminar work.

The objective of the course is to ensure that on successful completion students are be able to:
- explain various perspectives of marketing management, marketing in general and its various types;
- describe various elements of the marketing mix;
- understand and explain the specifics of marketing mix management;
- identify key points of consumer purchasing behaviour from the point of view of marketing;
- use specific methods of analysis of the environment;
- develop a marketing plan on the basis of the acquired knowledge;
- prepare a Microsoft Office PowerPoint presentation and manage to deal with the core of the message in a time limit.
Syllabus
  • The course consists of lectures (the content of each lecture is mentioned below) and seminars focusing on current corporate environment case studies:
  • Lecture plan:
  • Lecture I - Introduction to the topic (evolution of the view of the function of marketing, specific marketing management concepts, different types of marketing, the marketing mix);
  • Lecture II - Corporate environment (difference between macro and micro environment, detailed definition of corporate macro environmental factors, detailed definition of corporate micro environmental factors, analyses definition (SWOT analysis, STEP analysis, Porter analysis of five competitive forces);
  • Lecture III - targeted marketing concept (segmentation, targeting, positioning);
  • Lecture IV - marketing plan construction (explanation of the importance of marketing plan, structure of marketing plan, demonstration of marketing plan construction on a real-life marketing campaign);
  • Lecture V - marketing research (marketing information system and its relationship to marketing research, relevance of marketing research, types of marketing research, their advantages and disadvantages, research process and its demand for information, selection of a sample group);
  • Lecture VI - purchasing behaviour of customers (purchase behaviour models, psychological factors influencing purchasing behaviour, current researches in purchasing behaviour);
  • Lecture VII - product I. (identity and image, layers of the product, production line, production mix, brand and brand policy, demonstration on specific examples);
  • Lecture VIII - product II. (product life cycle and relevant strategies, criticism of the conception of product life cycle, portfolio analysis and relevant models, criticism of portfolio analysis);
  • Lecture IX - price (basic and specific view of price in marketing concept, factors influencing the method of price determination, pricing strategies);
  • Lecture X - distribution (marketing distribution channel, levels of marketing distribution channel with their advantages and disadvantages, types of marketing distribution channels, types of marketing distribution system, types of distribution, advantages and disadvantages);
  • Lecture XI - promotion (integrated communication mix, instruments of communication mix and methods of budget setting);
  • Lecture XII - generation of competitive strategies (market leader strategy, challenger strategy, outsider strategy, demonstration on specific examples);
  • Lecture XIII - global marketing (levels of international involvement, internationalization and globalization, problematic issues of global marketing mix management, demonstration on specific examples).
Literature
  • 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
  • KOTLER, Philip. Marketing podle Kotlera :jak vytvářet a ovládnout nové trhy. Translated by Pavel Medek. Vyd. 1. Praha: Management Press, 2000, 258 s. ISBN 80-7261-010-4. info
  • 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
Assessment methods
The course takes forms of lectures and seminars. Participation in lectures is not compulsory. Oral and discussion teaching methods are mainly used throughout the course. Attendance at seminars is compulsory. In addition to the discussion teaching method, situational and stage-performance teaching methods are used. These aim at linking cognitive learning with social learning. Individual teams use imitation mechanism for their presentations. The course finishes with a written test. Students can take the exam if all the conditions listed below are met.


Students ought to work out and present one seminar teamwork per semester (for more detailed information on the content and particular topics see interactive syllabus). The seminar work is presented orally with the support of MS PowerPoint. Students can sign up for particular topics at the fourth seminar or through e-mail (tutor’s email address: klarad@econ.muni.cz). The presentation has to be carried out on deadline (except for if a student is ill and properly excused through the IS). If not the conditions for successful completion of the course are not met. Students send PowerPoint presentations to the IS catalogue (odevzdavarna) no later than one day before the date of presentation. If not, the conditions for successful completion of the course are considered not met. Two teams present in one seminar. The two teams to present at the particular seminar are chosen by a lot. The presenting teams, or more precisely, individual team members can acquire 0 to 3 points. The points are added to the points acquired at the final written test. The other members of teams ready to present but not chosen obtain 2 points automatically. These points are added to the score reached at the final written test.


Final written test and final classification conditions:
- Handing in and presenting seminar work or just handing in seminar work (in case of not presenting, because of not being selected) – (see above) and attendance.
- Gaining at least 12 points out of the total number of points including seminar work evaluation (points for seminar work are added only once at the first attempt to pass the exam)
- Gaining at least 60% of the total number of points (i.e. at least 12 points) at the second attempt to pass the exam
If a student commits a prohibited act, such as using various forbidden tools (e.g. cheat sheets), cribbing, taking out any part of the credit test or any other form of cheating, the teacher is allowed to interrupt the test and to grade the student with F, FF or even FFF, according to the seriousness of the offence. The described procedure applies to all the activities that are included in the final evaluation of the course (seminar work).
Language of instruction
Czech
Follow-Up Courses
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008.
  • Enrolment Statistics (recent)
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