Pripciples of Marketing

Course guarantor:

Lecturer:

Tutor:

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

No time-table has been prepared for this course

The course is a part of the following study plans:

• B0413P050061 Ekonomika a management (profesní studijní program) - počínaje od ZS 2023/2024 (compulsory course)
• B0413P050061 Ekonomika a management (OZ101 Marketing) od ZS 2023/2024 (compulsory course)
• B0413P050061 Ekonomika a management (OZ102 Personální management) od ZS 2023/2024 (compulsory course)
• B0413P050061 Ekonomika a management (OZ103 Řízení firemních procesů) od ZS 2023/2024 (compulsory course)
• B0413P050061 Ekonomika a management (OZ104 Účetnictví) od ZS 2023/2024 (compulsory course)
• B0413P050061 Ekonomika a management (OZ105 Manažerská informatika) od ZS 2023/2024 (compulsory course)
• B0413P050061 Ekonomika a management (OZ106 Obchodní podnikání) od ZS 2023/2024 (compulsory course)