PHMAEN Marketing in English

Faculty of Economics and Administration
Spring 2006
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Michael Doležal (lecturer)
Ing. Martin Krištof (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Dana Krejčí
Timetable
Mon 16:20–17:55 P104
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 87 student(s).
Current registration and enrolment status: enrolled: 0/87, only registered: 0/87, only registered with preference (fields directly associated with the programme): 0/87
fields of study / plans the course is directly associated with
Course objectives
To introduce the student to the basic concepts of marketing as well as the development and administration of marketing programmes. Students will be better able to make sound marketing decisions in an environment of uncertainty and develop managerial focus on the marketing decision elements (promotion, price, product, and distribution) faced by marketing management at the corporate and entrepreneurial levels of business.
Syllabus
  • 1. Marketing and its role on the market. Basic marketing terms and concepts. Needs an their satisfaction. The micromarketing and macromarketing. 2. Marketing environment. 3. Marketing planning and SWOT analysis. 4. Segmentation, targeting and positioning. 5. Marketing research and marketing information system. 6. Consumer and consumer behaviour on customer and business product markets. 7. Competition analysis and introduction to marketing mix. 8. Marketing mix - product. 9. Marketing mix - price. 10. Marketing mix - place. 11. Marketing mix - promotion. 12. International marketing. 13. Presentation of a group project
Literature
  • MCCARTHY, Edmund Jerome and William D. PERREAULT. Basic marketing :a managerial approach. 10. ed. Homewood: Irwin, 1990, 18, 743 s. ISBN 0-256-06865-8. info
Assessment methods (in Czech)
The subject is taught in the form of 12 lectures, the last one is the presentation of a Group project. Group project is processed by a group of approx. 6 persons (at least one of them ought to be an international student). Requirements for the completion of the subject: 1) Presentation of a group project 2) Successful pass of a written test (more than 60 %)
Language of instruction
English
Further Comments
Study Materials
The course is taught each semester.
Teacher's information
http://www.mhhe.com
The course is also listed under the following terms Spring 2003, Spring 2004, Spring 2005, Spring 2007, Spring 2008, Spring 2009.
  • Enrolment Statistics (Spring 2006, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2006/PHMAEN