BPH_AMA1 Marketing 1

Ekonomicko-správní fakulta
jaro 2024
Rozsah
2/2/0. 8 kr. Ukončení: zk.
Vyučující
Ing. Dušan Mladenović, Ph.D. (přednášející)
doc. Ing. Ondřej Částek, Ph.D. (přednášející)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (přednášející)
Prateek Kalia, Ph.D. (přednášející)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (cvičící)
Prateek Kalia, Ph.D. (cvičící)
Garance
Ing. Dušan Mladenović, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Vlasta Radová
Dodavatelské pracoviště: Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Rozvrh
Út 14:00–15:50 P101, kromě Út 2. 4.
  • Rozvrh seminárních/paralelních skupin:
BPH_AMA1/01: Čt 16:00–17:50 S305, kromě Čt 4. 4., O. Částek, R. Čuhlová, P. Kalia
BPH_AMA1/02: Čt 12:00–13:50 S311, kromě Čt 4. 4., O. Částek, R. Čuhlová, P. Kalia
BPH_AMA1/03: Čt 16:00–17:50 S309, R. Čuhlová, P. Kalia, D. Mladenović
Předpoklady
! BKH_MAR1 Marketing && ! BPH_MAR1 Marketing && ! BKH_ZMAR Základy marketingu && ! BPH_ZMAR Základy marketingu
The course cannot be registered if some other course in marketing basics has been passed before.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 72 stud.
Momentální stav registrace a zápisu: zapsáno: 39/72, pouze zareg.: 0/72, pouze zareg. s předností (mateřské obory): 0/72
Jiné omezení: The course is possible to register only if no similar course of Marketing basics has been passed before
Mateřské obory/plány
Cíle předmětu
The course is designed as the 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 behaviour, 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.
Výstupy z učení
After passing this course students should be able to use (or at least to understand how to use) 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).
Osnova
  • 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 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)
Literatura
    povinná literatura
  • KOTLER, Philip, Kevin Lane KELLER, Mairead BRADY, Malcolm GOODMAN a Torben HANSEN. Marketing management. 4th European edition. Harlow, England: Pearson, 2019, xxxvii, 80. ISBN 9781292248448. info
    doporučená literatura
  • HOOLEY, Graham J., Brigitte NICOULAUD, John M RUDD a Nick LEE. Marketing strategy and competitive positioning. Seventh edition. Harlow, England: Pearson, 2020, 1 online. ISBN 9781292276571. URL info
Výukové metody
Primary teaching methods used are lectures and seminars. Situational, discussion and staging teaching methods are used within the framework of seminars, which should link cognitive learning with social learning. Imitation mechanism is used in presentations of seminar projects of students teams too.
Metody hodnocení
Final written test (closed answers), team projects and their defence during seminars.
The final evaluation of the course is given by the weighted average of the values from the seminar works (weight 0.5), and from the final test (weight 0.5).
The minimal score to get in final evaluation needed to pass the course is 60%.
If the student enrols in the course at the time of his/her trip abroad, the same conditions apply, i.e. he/she must prepare a project, but individually, and then take an exam. It is advisable to contact the teacher at the beginning of the semester to agree on the project topic, study materials and completion process.
Vyučovací jazyk
Angličtina
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Předmět je vyučován každoročně.
Přednášky jsou dostupné online a ze záznamu.
Nachází se v prerekvizitách jiných předmětů
Předmět je zařazen také v obdobích jaro 2016, jaro 2017, jaro 2018, jaro 2019, jaro 2020, jaro 2021, jaro 2022, jaro 2023, jaro 2025.