1. Course Description

The course is designed as an introduction to basic principles of marketing and to help students develop basic knowledge, skills, and attitudes that will prepare them to enter the field of marketing. It offers the basic theoretical framework of marketing, including segmentation, buyer behavior, product management; marketing communications, channel management, and pricing decisions are introduced on this subject. Students are also introduced to basic concepts in market research and management of marketing programs.

UPDATE [28.02.2021]: Due to the Covid-19 outbreak lectures and seminars will be held online via MS Teams system. 

MS Teams (lectures) code: 9lpi7qg
MS Teams (seminars) code: sfs22ah

 2.Topics to be covered

 The following topics will be covered through the semester:

• Defining marketing for the 21st century
• Developing marketing strategies and plans
• Marketing information system and Marketing research
• Analyzing consumer markets
• Analyzing business markets
• Product and service strategy
• Brand equity and brand positioning
• Competitive strategies
• Market segmentation
• Pricing strategies and programs
• Marketing channels
• Marketing communication

3. Course Goals

After passing this course students should be able to use (and understand) typical methods and tools of marketing management, to understand and to applicate marketing theory models into practical life (during the lectures case studies and empirical examples will be introduced).

4. Required Texts, Materials or Equipment

Mandatory literature (M):

• Kotler, P. and Keller, K. Marketing management, 14th ed., 2011.  Prentice-Hall

Recommended materials (R):

• n/a

5. Descriptions of Major Assignments

5.1. Assignments

The main goal of the assignments is learning by thinking and playing at school. Your task is to involve your colleagues in the themes/topics and to bring them to learn the issue more by fun than just by memorizing. There are assignments suggested by us – teachers. However, you can use your own methodology, phantasy and create something different – but it must be relevant for the individual topic of the week.

Written assignments – in the form of our suggestions - are given in section 8. You are expected to choose one topic and register for this topic in the IS. 

Materials that can help you to prepare the assignments are available in the Information system – in Study materials. However, you are more than welcome to use also some other material according to your choice and to use your creativity as well. If there are no special materials in the IS, follow the info in the schedule below or just simply create some tasks, games, exercises for your colleagues with the aim to learn the content of the lecture.

The assignments will require you to prepare short, written assignments and/or presentations. The presentation should contain a brief theoretical review of the topic and activities for your colleagues (maximum 15 minutes).

What will be evaluated in my work?

What are the important dates?

The deadline for registration for assignments is 14.03.2021.

5.2. Marketing Plan

What is the plan about?

In order to streamline the process, we suggest several topics, out of which you (and your team) may select only one. The registration is done via IS. Those are the following:

1.      Marketing plan for Circle Phone

2.      Marketing plan for cupcakes for events

3.      Marketing plan for clock for math enthusiasts

4.      Marketing plan for law of attraction planner

5.      Marketing plan for pet feeding reminder

6.      Marketing plan for the movie The Hunt (2020)

Up to four people can participate in one team.

What are the important dates?

Two presentations are to be delivered. Firstly, the proposal of the plan should focus on the purpose, goals, focus, and presentation of the basic info about the company. The second presentation should consist of the whole marketing plan incorporated.

Important: registration for both presentations (proposal and final) must be done via IS.

The deadline for registration for the draft presentations: 21.03.2021.

The deadline for registration for final presentations is: 11.04.2021.

The deadline for submission of a preliminary marketing plan is 01.05.2021.

The deadline for submission of a final marketing plan is: 15.05.2021 > 22.05.2021

Technical guidelines

The marketing plan must be written and submitted in *.doc form – both the proposal and the final plan (Proposal = from 1-to 2 pages, final plan = cca. 5 pages per person. All resources, references must be written directly in the text – not only at the end of the text.

The templates of a marketing plan is available in the Information system: “marketing plan template”.

What will be evaluated in my work?

5.3.Tests

Every week you will have a short test (with exception of the starting week). The maximum number of points to gain is 5. Please note that for the correct answer you might get maximum one point, but for incorrect -0.25 will be deducted from your total amount of points for the respective test.

You will be taking them online through IS. Please note that the tests will be available at a specific timestamp (e.g. sharp at 18:00) and will be open for 5 minutes. Please note that your activities in IS will be monitored and logs might be retrieved if we assume you eventually misused the system. 

5.4. Case Studies

You can gain a maximum of 1 for submission of case studies’ solution (please refer to the table for the schedule). Results to be uploaded in the respective Homework Vault. Homework vaults close automatically each Wednesday at 8 PM.

5.5. Other tasks, case studies and exercises

Other exercises (in the form of case studies and class-assignments or other tasks) will be in-class only. These will be unannounced (and do not require prior preparation).

6. Exam

No special exam date if tests during the semester will be passed successfully. If no, dates for the exam will be arranged individually at the end of the semester.

6.1. Course Grading 

In order to pass the course, students need to collect at least 60% of the maximum 100 points.

Explanation of Grading System:

• Assignments = 20%
• Marketing Plan = 30%
• Tests (11) = 55%
• Optional: Case Studies* = 10%

*Possibility to gain additional 10 points for case studies during the semester (each week is weighted with 1 point). Evaluation of case studies: case studies will be evaluated in the form of points - for every week equivalent of a maximum of one point. Results to be uploaded in the respective Homework Vault. Homework vaults close automatically each Wednesday at 8 PM.

6.2. Sample Grade Cutoffs

The following scale applies when it comes to final evaluation:

7. Course Policies and Other Information

7.1. Attendance Policy

It is important that you attend all course sessions (both lectures and lessons), as questions will reflect material presented in both the book and during lectures/discussion. If you must be absent for any reason, you are still responsible for any materials covered or assignments given during the session you missed – till the end of the week when the assignment is given (case studies, tasks, presentations, final marketing plan). If you miss your presentations, an alternative date will be given to you by the lecturer.

7.2. Penalties for Late Work

Students must respect deadlines. They are created according to the abilities of university students and are applicable to all. Delivering required work after the deadline will lead to losing points (1 day= -1 point).

In case students need to extend the date, they need to inform the lecturer in advance and explain the valid reason.

7.3. Policies on missed Exams and Make-up Exams

Any copying, keeping a record of tests, using forbidden aids including any communication devices or any other breach of objectivity of the test/exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades a student with a "F" and the dean is allowed to initiate a disciplinary action, which might lead to the termination of the studies.

7.4. Requests for feedback on drafts and request to revise

Students can, at any time during the semester, ask lecturers for feedback, advice, suggestion or revision of their ongoing work. This is done either during the seminars, office hours or via email.

7.5. Disclaimer

The lecturers reserve the right to make modifications to this information throughout the semester.

8. Preliminary Schedule of Topics and Required Readings

 Note: RČ - Renata Čuhlova; DM - Dušan Mladenović

Starting from 04.03.2021 until the end of the semester, online lectures and seminars will take place via the MS Teams platform. Lectures will take place as per the current schedule between 16:00 and 17:50 CET. Seminars are from 18:00 to 19:50 CET. 

You will get a link to join a lecture and your attendance is desirable. 

If you want to share your concerns, questions, feedback or just to speak to us, please get back to us as we can arrange a call/conference for this purpose. 

Your understanding will be very much appreciated.

Please do not hesitate to contact us back, in case you have any doubts.

BPH_AMA1 Marketing 1 Team:
Ing. Dušan Mladenović Ph.D. 
doc. Ing. Ondřej Částek, Ph.D.
Ing. Renata Čuhlová, Ph.D., BA (Hons)