116-0534/01 – Marketing Project (MP)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	Ing. Jaroslav Urminský, Ph.D.	Subject version guarantor	Ing. Jaroslav Urminský, Ph.D.
Study level	undergraduate or graduate	Requirement	Compulsory
Year	2	Semester	winter
		Study language	English
Year of introduction	2014/2015	Year of cancellation	2020/2021
Intended for the faculties	EKF	Intended for study types	Follow-up Master

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
PAW031	Ing. Pavlína Kozáková, Ph.D.
URM003	Ing. Jaroslav Urminský, Ph.D.

Extent of instruction for forms of study
Form of study	Way 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:

KOTLER, Philip, KARTAJAYA, Hermawan and Iwan SETIAWAN. Marketing 5.0: technology for humanity. Hoboken: John Wiley & Sons, 2021. 206 p. ISBN 978-1-119-66851-0. KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 15th ed. Boston: Pearson, 2016. 692 p. ISBN 0132102927. MALHOTRA, K. Naresh. Marketing Research. An Applied Approach. 7th ed. Harlow: Prentice Hall, 2019. 864 p. ISBN 978-0136085430.

Recommended 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. MALHOTRA, K. Naresh. Basic Marketing Research. 4th ed. Harlow: Prentice Hall, 2012. 672 p. ISBN 978-013254448. 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

Other requirements

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, validity until: 2020/2021 Summer semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Exercises evaluation	Credit	85	85	3

Mandatory attendence participation: Student works independently, only the final report and confirmation are presented to the course supervisor.

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic year	Programme	Branch/spec.	Form	Study language	Tut. centre	Year	Type of duty
2020/2021	(N6208) Economics and Management	(6208T062) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan
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 name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

2019/2020 Winter