Marketing
| Code | Completion | Credits | Range | Language |
|---|---|---|---|---|
| BE1M16MAR | Z,ZK | 5 | 2P+2S | English |
- Relations:
- In order to register for course BE1M16MAR, the student must have registered for course BE1M16MAS in a previous semester.
- Course guarantor:
- Ondřej Pešek
- Lecturer:
- Ondřej Pešek
- Tutor:
- Ondřej Pešek
- 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:
- 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
- Time-table for winter semester 2024/2025:
- Time-table is not available yet
- Time-table for summer semester 2024/2025:
-
06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon Tue Wed Thu Fri - The course is a part of the following study plans:
-
- Electrical Engineering, Power Engineering and Management - Management of Power Eng. and Electr. (compulsory course of the branch)