LF:BVMA061p Marketing - Course Information
BVMA061p Marketing
Faculty of MedicineSpring 2017
- Extent and Intensity
- 1/0/0. 1 credit(s). Type of Completion: k (colloquium).
- Teacher(s)
- doc. Ing. Pavla Marciánová, Ph.D. (lecturer), MVDr. Halina Matějová (deputy)
- Guaranteed by
- prof. MUDr. Bc. Zuzana Derflerová Brázdová, DrSc.
Department of Public Health – Theoretical Departments – Faculty of Medicine
Contact Person: Zdeňka Jochová
Supplier department: Department of Public Health – Theoretical Departments – Faculty of Medicine - Timetable
- Mon 20. 2. to Fri 28. 4. Tue 8:00–10:30 A21/112
- Prerequisites (in Czech)
- BVEO0422p Economics II - lecture
- Course Enrolment Limitations
- The course is only offered to the students of the study fields the course is directly associated with.
- fields of study / plans the course is directly associated with
- Nutritive therapist (programme LF, B-SZ)
- Course objectives
- The aim of this course is to develop the knowledge of marketing, especially in the field of food science as applied within the framework of European Union. After passing through this course, students should be familiar with possibilities of application of marketing methods within the food industry and be able to apply practical methods when solving concrete problems.
- Syllabus
- Basic marketing concepts, definitions of marketing, definition of the market, exchange main goals of marketing activities. Stages of marketing evolution, marketing concepts. Strategic planning, business plan, mission of the enterprise, methodological aspects of planning, time factors. Marketing environment Macroenvironment – uncontrollable factors. Micro and mezzoenvironment – fully and partially controllable factors Supply and demand, elasticity of demand, estimates of future demand Marketing mix Product, innovation process, product life cycle, classification of products Price, its functions, types of prices. Distribution, distributions channels, physical distribution. Communication – advertisement, public relations, sales promotion, personal selling. Marketing research, objectives, methods, principles of questionnaire construction, analysis and presentation of results Analysis of competitors, competition strategies Consumer behaviour Marketing of services Marketing ethics
- Literature
- Procházka, P. Marketing. Brno: MZLU,1993
- KOTLER, Philip and Kevin Lane KELLER. Marketing management. Edited by Tomáš Juppa, Translated by Štěpánka Collins - Viktor Faktor. 1. vyd. Praha: Grada, 2007, 788 s. ISBN 9788024713595. info
- Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info
- KOTLER, Philip. Marketing, management : analýza, plánování, využití a kontrola. Edited by Stanislav Jurnečka, Translated by Václav Dolanský. 9. přepracované vyd. Praha: Grada, 1998, 710 s. ISBN 8071696005. info
- Teaching methods
- lecture
- Assessment methods
- collquium
- Language of instruction
- Czech
- Further Comments
- Study Materials
- Enrolment Statistics (Spring 2017, recent)
- Permalink: https://is.muni.cz/course/med/spring2017/BVMA061p