Marketing

Course guarantor:

Lecturer:

Petra Jílková

Tutor:

Petra Jílková

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:

Requirements for credit: processing of a case study, presentation, and creation of news. The fulfilled requirements are sent to the teacher according to the set schedule.

Requirements for the exam:

Theoretical mastery of the topics covered (in the scope of lectures, exercises, and mandatory literature). The exam will take place via MS Teams.

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:

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:

• B-EK-prez.forma od 14/15 (compulsory course)
• B-PM-prez. forma od 14/15 (compulsory course)
• B-EK-prez.forma od 15/16 (compulsory course)
• B-PM-prez.forma od 15/16 (compulsory course)
• B-EK-prez.forma od 16/17 (compulsory course)
• B-EK-prez.forma od 17/18 (compulsory course)
• B-EM-P prezenční studium od 18/19 (compulsory course)
• B-EM-P prezenční studium od 19/20 (compulsory course)
• B-EM-P prezenční studium od 20/21 (compulsory course)
• B-EM-P prezenční studium od 21/22 (compulsory course)
• B-EM-P prezenční studium od 22/23 (compulsory course)