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CZECH TECHNICAL UNIVERSITY IN PRAGUE
STUDY PLANS
2019/2020

Marketing

The course is not on the list Without time-table
Code Completion Credits Range Language
B1M16MAR Z,ZK 5 2P+2S Czech
Lecturer:
Ondřej Pešek (guarantor)
Tutor:
Ondřej Pešek (guarantor)
Supervisor:
Department of Economics, Management and Humanities
Synopsis:

The role and functions of the marketing management. Marketing research and marketing information system. Concepts of marketing strategy. The use of product life cycle and portfolio. Marketing-mix. Product and service policy, pricing and contractation policy, communication, distribution. Controlling and audit.

Requirements:

https://ekonom.feld.cvut.cz/cs/student/predmety/marketing

Syllabus of lectures:

1.Management and marketing

2.The marketing concept of the management in the firm

3.Marketing research

4.The behaviour of demand side and the market segmentation

5. The strategy product/market

planning

6. Methods of strategy planning

7.Marketing-mix

8.Product, assortment and service policy

9.Innovation, differentiation, variation

10. Contractation policy, pricing

11. Communication policy - publicity, advertising etc.

12. The choice of distribution channels and sales

13. The choice of marketing strategies

14. Marketing controlling and audit, development of marketing.

Syllabus of tutorials:

1.Managerial circle, management tools

2.Management concept, marketing concept

3.Marketing research - forms and methods

4.The choice of research methods

5.Inquiring, results evaluation

6.Strength/weakness analysis

7.The product life cycle

8.Product portfolio

9.The firm`s assortment policy

10.Pricing

11.The choice of advertising media

12.Marketing strategy, marketing-mix

13.Final test

14.Evaluation, credit

Study Objective:
Study materials:

1. Kotler, P., Keller, K. L: Marketing Management. 14th Edition, Prentice-Hall Inc. 2011. ISBN-10: 0132102927

2. Lilien, G.L., Rangaswamy A., De Bruyn, A.: Principles of Marketing Engineering, 2nd Edition, State College PA, 2013. ISBN 9780985764807

3. Randall, G.: Principles of Marketing, Thomson Learning 2001

Note:
Further information:
https://moodle.fel.cvut.cz/divize/13116/Katedra_ekonomiky__manazerstvi_a_humanitnich_ved
No time-table has been prepared for this course
The course is a part of the following study plans:
Data valid to 2019-10-18
For updated information see http://bilakniha.cvut.cz/en/predmet4712806.html