Logo ČVUT
CZECH TECHNICAL UNIVERSITY IN PRAGUE
STUDY PLANS
2020/2021

Marketing

The course is not on the list Without time-table
Code Completion Credits Range Language
U16C2401 Z,ZK 6 2P+2C Czech
Lecturer:
Tutor:
Supervisor:
Institute of Management Studies
Synopsis:

The Marketing course makes the students familiar with some basic concepts, such as marketing and business strategies, market segmentation, marketing research, marketing mix and the application thereof, product policy, new product, product life cycle, pricing policy, pricing strategy, pricing methods and factors, distribution policy, types of intermediate distribution links, marketing distribution systems, marketing communications and new trends in marketing.

Requirements:
Syllabus of lectures:

1. Introduction to the marketing philosophy, definitions, history and the role of marketing in society in our century (in information society)

2. The macro and micro environment, SWOT analysis

3. The marketing information system and market research

4. Buyer behavior: consumer, household and company buyer behavior

5. Marketing-mix, 4P, 4C, additional Ps and Cs

6. The product and its life cycle, new products, classification, brand, packaging., strategies

7. The price and pricing strategies,

8. Distribution of product, (place and time) distribution channels, retail and wholesale

9. Marketing communication and promotion: advertising (+media), PR (incl. sponsoring, fairs, etc.), sales promotion, personal selling, direct marketing

10. Integrated marketing communication IMC

11. Marketing plan

Syllabus of tutorials:

1. Introduction to the marketing philosophy, definitions, history and the role of marketing in society in our century (in information society)

2. The macro and micro environment, SWOT analysis

3. The marketing information system and market research

4. Buyer behavior: consumer, household and company buyer behavior

5. Marketing-mix, 4P, 4C, additional Ps and Cs

6. The product and its life cycle, new products, classification, brand, packaging., strategies

7. The price and pricing strategies,

8. Distribution of product, (place and time) distribution channels, retail and wholesale

9. Marketing communication and promotion: advertising (+media), PR (incl. sponsoring, fairs, etc.), sales promotion, personal selling, direct marketing

10. Integrated marketing communication IMC

11. Marketing plan

12. Presentation

Study Objective:

Students will understand key marketing concepts and learn how to use marketing tools in practice.

Study materials:

ŠTĚDROŇ, Bohumír a kol.: Mezinárodní marketing, C.H. BECK, 2017, ISBN: 978-80-7400-441-4

FORET, Miroslav: Marketing pro začátečníky, CPRESS, 2010, ISBN: 978-80-2513-234-0

KARLÍČEK, Miroslav. Základy marketingu. 1. vyd. Praha: Grada, 2013, ISBN 978-80-247-4208-3.

KOTLER, Philip, KELLER, Kevin Lane. Marketing Management. Praha: Grada Publishing, 2013. ISBN 978-80-247-4150-5.

ŠTĚDROŇ, Bohumír a kol.: Mezinárodní marketing a informační technologie, Wolters Kluwer, 2011, ISBN: 978-80-7478-082-0

FORET, Miroslav: Marketingová komunikace, CPRESS, 2011, ISBN: 978-80-251-3432-0

Note:
Further information:
moodle.cvut.cz
No time-table has been prepared for this course
The course is a part of the following study plans:
Data valid to 2020-09-22
For updated information see http://bilakniha.cvut.cz/en/predmet4990506.html