Principles of Marketing

Course guarantor:

Lecturer:

Tutor:

Supervisor:

Institute of Management Studies

Synopsis:

The course focuses on understanding the objectives and role of marketing in a company. Students will be introduced to the fundamentals of marketing and learn the procedures and techniques used in market segmentation, positioning and designing marketing mix tools. The marketing mix is introduced as a set of objectives and decisions in the areas of product, pricing, distribution and communication.

Requirements:

TERM PAPER: You will be expected to write 10 NormoPages of analyses of the selected topic. (25 points)

Students will present during tutorials on selected marketing topics (35 points)

Final written exam (40 points)

Total 100 points

Syllabus of lectures:

1. Introduction to marketing

2. Marketing environment

3. Segmentation, targeting and positioning

4. Marketing research

5. Customer Relationship Management

6. Product and Product Policy

7. Building a Brand

8. Price and Pricing Strategy

9. Distribution and Distribution channels/strategy

10. Communication Mix - Advertising, PR, Sales Promotion

11. Communication Mix - Personal Selling, Direct Marketing

12. New marketing trends

Syllabus of tutorials:

Presentation Topics:

1. Market and customer segmentation of a selected company.

2. Marketing research of a selected company – introduce forms and methods.

3. Analyze the micro a macro environment of a selected company.

4. New trends in Customer service.

5. Introduce the product portfolio of a selected company.

6. Introduce the pricing policy of a selected company.

7. Introduce the distribution policy of a selected company.

8. Introduce the communication mix of a selected company.

9. Introduce the innovation policy of your chosen company.

10. Select a company and show and analyze new trends in the company's marketing communication.

Study Objective:

Know the Marketing Mix and the Environmental variables. Be able to explain how they differ.

Summarize the marketing function within a business.

Demonstrate the ability to apply the case method of problem solving in marketing.

Analyze the components of a basic marketing plan, thus demonstrating the ability to apply the relevant marketing terminology.

Study materials:

Foundations of Marketing, Pride/Ferrell, Seventh edition. Loose-leaf text with MindTap ISBN 9781337127769. Copyright 2016.

Small Data, Martin Lindstrom, St Martins Press New York. Copyright 2016 ISBN 978-1-250-08068-4 (hardback).

Marketing management. Kotler/Keller. 15 edition. Harlow: Pearson, 2015.

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• Economics and Management 2019/20 (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)