116-0534/01 – Marketing Project (MP)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageEnglish
Year of introduction2014/2015Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAW031 Ing. Pavlína Kozáková, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 0+4

Subject aims expressed by acquired skills and competences

1. To design a marketing project plan 2. To design a budget for marketing project 3. To fing the relevant sources for solving a marketing project 4. To solve a marketing project 5. To build competence to present the result of a marketing project

Teaching methods

Project work
Terrain work

Summary

Student v rámci předmětu vypracovává předem schválený projekt pro zadavatele, kterými jsou firmy v regionu nebo katedra marketingu a obchodu. Studenti volí buď z projektů dlouhodobě spolupracujících firem, nebo mohou navrhnout vlastní projekt u organizace, ve které už působí. Případně je možné spolupracovat se členy katedry na projektech, které se týkají jejich vědeckovýzkumné činnosti.

Compulsory literature:

CLOW, Kenneth E. and Karen E. JAMES. Essentials of Marketing Research: Putting Research into Practice. Los Angeles: SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8. KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 14th ed. New Jersey: Prentice Hall, 2012. 816 p. ISBN 0132102927. MALHOTRA, K. Naresh. Marketing Research. An Applied Approach. 6th ed. Harlow: Prentice Hall, 2009. 864 p. ISBN 978-0136085430.

Recommended literature:

MALHOTRA, K. Naresh. Basic Marketing Research. 4th ed. Harlow: Prentice Hall, 2012. 672 p. ISBN 978-013254448. KARDES, R. F., CRONLEY, L. M. a T. W. CLINE. Consumer Behavior. Mason: South-Western Cengage Learning, 2011. 421 p. ISBN 978-0-538-74540-6. SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9.

Way of continuous check of knowledge in the course of semester

Udělení zápočtu na základě vypracování písemné závěrečné zprávy studentem a potvrzení o absolvování projektu zadávající společností.

E-learning

Další požadavky na studenta

Student has to submit a final report on his work in the company.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

Course syllabus: - draft communication strategy, - development of a questionnaire survey, - processing of market research data, - brand building on domestic and foreign markets, - database management for marketing communications, - Social media management - web analytics, - PPC management and SEO optimization - organization of events (promotions, fairs), - creating content for web and print media.

Conditions for subject completion

Full-time form (validity from: 2014/2015 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85  85
Mandatory attendence parzicipation: Student works independently, only the final report and confirmation are presented to the course supervisor.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner