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CZECH TECHNICAL UNIVERSITY IN PRAGUE
STUDY PLANS
2024/2025

Marketing

The course is not on the list Without time-table
Code Completion Credits Range Language
B1M16MAR Z,ZK 5 2P+2S Czech
Vztahy:
In order to register for the course B1M16MAS1, the student must have successfully completed the course B1M16MAR.
In order to register for course B1M16MAR, the student must have registered for course B1M16MAS in a previous semester.
Garant předmětu:
Lecturer:
Tutor:
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:

https://ekonom.feld.cvut.cz/cs/student/predmety/marketing

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
No time-table has been prepared for this course
The course is a part of the following study plans:
Data valid to 2024-05-25
Aktualizace výše uvedených informací naleznete na adrese https://bilakniha.cvut.cz/en/predmet4712806.html