BPH_ZMAR Basic Marketing

Faculty of Economics and Administration
Spring 2017
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
doc. Ing. Pavla Marciánová, Ph.D. (lecturer)
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
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Tue 14:35–16:15 P101
  • Timetable of Seminar Groups:
BPH_ZMAR/01: No timetable has been entered into IS. I. Jašková, P. Marciánová
BPH_ZMAR/02: No timetable has been entered into IS. I. Jašková, P. Marciánová
Prerequisites (in Czech)
(! BPH_MAR1 Marketing )
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 150 student(s).
Current registration and enrolment status: enrolled: 0/150, only registered: 0/150, only registered with preference (fields directly associated with the programme): 0/150
fields of study / plans the course is directly associated with
Course objectives
The course of Basic Marketing 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.
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;
- 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;
- create a marketing plan on the basis of the acquired knowledge;
Syllabus
  • The course consists of lectures (the content of each lecture is mentioned below) and seminars focusing on current corporate environment case studies:
  • Topics:
  • - introduction to the topic (evolution of the view of the function of marketing, specific marketing management concepts, different types of marketing, the marketing mix);
  • - 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);
  • - segmentation, targeting, positioning;
  • - 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);
  • - 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);
  • - purchasing behaviour of customers (purchase behaviour models, psychological factors influencing purchasing behaviour, current researches in purchasing behaviour);
  • - product (identity and image, layers of the product, production line, production mix, brand and brand policy, demonstration on specific examples, product life cycle and relevant strategies, criticism of the conception of product life cycle, portfolio analysis and relevant models, criticism of portfolio analysis);
  • - price (basic and specific view of price in marketing concept, factors influencing the method of price determination, pricing strategies);
  • - 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);
  • - promotion (integrated communication mix, instruments of communication mix and methods of budget setting);
  • - global marketing (levels of international involvement, internationalization and globalization, problematic issues of global marketing mix management, demonstration on specific examples).
Literature
    required 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
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Translated by Martin Machek - Tomáš Juppa. 14. vyd. Praha: Grada, 2013, 814 s. ISBN 9788024741505. URL info
    recommended literature
  • LUKÁŠOVÁ, Růžena a kol. Měření spokojenosti občanů s veřejnými službami jako součást řízení kvality v organizacích veřejného sektoru (Measurement of citizen satisfaction with public services as integral part of quality management in public sector organizations). 1st ed. Brno: Masarykova univerzita, Ekonomicko-správní fakulta, 2009, 118 pp. ISBN 978-80-210-5112-6. info
  • CIMLER, Petr and Dana ZADRAŽILOVÁ. Retail management. Vyd. 1. Praha: Management Press, 2007, 307 s. ISBN 9788072611676. 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
  • KARLÍČEK, Miroslav. Základy marketingu. 1. vyd. Praha: Grada, 2013, 255 s. ISBN 9788024742083. info
Teaching methods
Primary teaching methods used are lectures and seminars.

Assessment methods
The course finishes with a final written test. Students can only take the exam having fulfilled the conditions mentioned below.
- Students are obliged to present one seminar paper in team per semester;
- Students hand in specified documents into the IS (odevzdavarna) at appointed day;
- Students have good attendance (attendance at seminars is obligatory).

Students are obliged to gain at least 60 % from total points (at least 12 points) of the final written test.

Final classification:
Final mark is determined by the weighted average rating of the final test (range 60-100 %, weight 0.7) and seminar paper (range 60-100 %, weight 0.3).

Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.

Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
Information on completion of the course: Pro připuštění ke zkoušce je třeba vypracovat a odevzdat zadanou seminární práci.
The course is taught annually.
General note: Přednášky jsou dostupné online a ze záznamu.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2018, Spring 2019.
  • Enrolment Statistics (Spring 2017, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2017/BPH_ZMAR