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CZECH TECHNICAL UNIVERSITY IN PRAGUE
STUDY PLANS
2023/2024
UPOZORNĚNÍ: Jsou dostupné studijní plány pro následující akademický rok.

Pripciples of Marketing

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Code Completion Credits Range Language
32BC-P-MRKZ-01 Z,ZK 4 2P+1C Czech
Garant předmětu:
Petra Jílková
Lecturer:
Petra Jílková
Tutor:
Petra Jílková
Supervisor:
Institute of Management Studies
Synopsis:

Students who take the marketing course learn about a number of fundamental concepts, including pricing strategies, distribution policies, types of intermediate distribution links, marketing communications, new trends in marketing, market segmentation, marketing research, marketing mix and its application, product policy, new product, and product life cycle.

Requirements:

Completing a case study, presenting, and writing news articles are among the prerequisites for credit. The teacher receives the completed requirements in line with the prearranged timeline.

requirements to take the test:

comprehension of the theory covered in the assigned readings, exercises, and lectures. Microsoft Teams will be used for the exam.

Syllabus of lectures:

1. An overview of marketing philosophy, terminology, definitions, and the history and function of marketing in the twenty-first century (information society)

2. The SWOT analysis of the macro and microenvironment

3. Research on consumers and the marketing intelligence system

4. Buyer behavior: buyer conduct by individuals, households, and businesses

5. Additional Ps and Cs, 4P, 4C, and the marketing mix

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

7. The cost and approaches to pricing,

8. Product distribution, including retail and wholesale, distribution channels, and time and location

9. Promotion and communication for marketing: media and advertising; PR (including fairs, sponsorships, etc.); sales promotion; personal selling; direct marketing

10. Integrated communications for marketing IMC

11. Marketing plan

Syllabus of tutorials:

1. An overview of the marketing philosophy, terminology, background, and function in the twenty-first century (in the 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
Time-table for winter semester 2023/2024:
Time-table is not available yet
Time-table for summer semester 2023/2024:
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
roomDEJ:103

10:45–12:15
(lecture parallel1)
Dejvice
103
roomDEJ:104

12:30–14:00
ODD WEEK

(parallel nr.101)
Dejvice
104
roomDEJ:104

14:15–15:45
ODD WEEK

(parallel nr.103)
Dejvice
104
roomDEJ:104

12:30–14:00
EVEN WEEK

(parallel nr.102)
Dejvice
104
roomDEJ:104

14:15–15:45
EVEN WEEK

(parallel nr.104)
Dejvice
104
Thu
Fri
The course is a part of the following study plans:
Data valid to 2024-05-25
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