116-0309/05 – Marketing Applications (MAP)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantorIng. Petr Baránek, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2013/2014Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+2

Subject aims expressed by acquired skills and competences

1. To identify possibilities of marketing applications in various areas/branches. 2. To comprehend different utilization of marketing mix tools. 3. To use suitable marketing tools and proper organization. 4. To design marketing plans for marketing applications. 5. To apply tools of marketing mix in practice.

Teaching methods

Lectures
Tutorials

Summary

The aim of the course is to acquaint students with the main applications of marketing, which are not directly related to the classical consumer market. The course concentrates primarily on defining differences concerning service marketing and business marketing. The goal is also to master the use of relevant marketing mix tools whose deployment is different in each specific application.

Compulsory literature:

KOTLER, PH. a K. KELLER. Marketing management – 14/E. Prentice Hall, 2012. 816 pp. ISBN-10: 0132102927.

Recommended literature:

CRANE, F. Marketing for Entrepreneurs: Concepts and Applications for New Ventures. London: SAGE Publications, 2013. ISBN 978-1-4522-3004-4. JOBBER, D. ELLIS-CHADWICK, F. Principles and Practice of Marketing. 18th ed. London: McGraw Hill, 2016. 960 p. ISBN: 9780077174149 McCARTHY, J. PERREAULT, W. D. Applications In Basic Marketing. London: McGraw Hill, 2011. ISBN 0075610299.

Way of continuous check of knowledge in the course of semester

Elaboration and presentation of three projects and passing the credit test.

E-learning

Další požadavky na studenta

Název úlohy Typ úlohy Max. počet bodů (akt. za podúlohy) Min. počet bodů Zápočet Zápočet (85) Projekt Projekt 45 25 Písemka Písemka 40 20

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing of services. Service features. Marketing tools used in the service sector. 2. Marketing of tourism. A specific marketing approach to tourism. Trends in the tourism market. 3. Marketing in the financial sector. Bank marketing management. Banking marketing mix. 4. Marketing in insurance. Specifics and deployment of marketing tools on the insurance market. 5. Marketing of educational institutions. Main markets of educational institutions. Marketing tools in education. 6. Marketing of cities and regions. Territorial marketing as a concept of territorial development. Subtypes of territorial marketing. 7. Marketing of non-profit organizations. Basics of functioning and marketing management in non-profit organizations. 8. Marketing of sport events. Marketing mix in sport. 9. Marketing of cultural events. Marketing mix in culture. 10. Political marketing. Specifics of political marketing. Types of political campaigns. Research/surveys of election preferences. 11. Business marketing I. Types of B2B demand. Types of B2B customers. Product types on the B2B market. 12. Business marketing II. Business Market Purchase. Decision unit. Marketing mix on B2B market. 13. Marketing in construction. The structure of the construction market. Customer role in building marketing. 14. Green Marketing and Ecodesign. Principles and types of ecodesign strategies. Marketing mix of green marketing.

Conditions for subject completion

Conditions for completion are defined only for particular subject version and form of study

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava Choice-compulsory study plan
2018/2019 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava Choice-compulsory study plan
2017/2018 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava Choice-compulsory study plan
2016/2017 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava 2 Choice-compulsory study plan
2014/2015 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (B6202) Economic Policy and Administration (6202R010) Finance P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (B6202) Economic Policy and Administration (6202R010) Finance (00) Finance P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner