345-0524/04 – Marketing (Mk)
Gurantor department | Department of Mechanical Technology | Credits | 4 |
Subject guarantor | Ing. Libor Nečas, Ph.D. | Subject version guarantor | Ing. Libor Nečas, Ph.D. |
Study level | undergraduate or graduate | Requirement | Choice-compulsory |
Year | 2 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2010/2011 | Year of cancellation | 2016/2017 |
Intended for the faculties | FS | Intended for study types | Follow-up Master |
Subject aims expressed by acquired skills and competences
The goal of subject is to gain orientation in the field and understand the links to related subject matter of follow-up articles. The student demonstrates the degree of fulfillment of the objectives in the final test and fulfillment of tasks for completion of the course.
Teaching methods
Lectures
Individual consultations
Tutorials
Project work
Other activities
Summary
Marketing v podmínkách průmyslové výroby – Tvorba a rozvoj marketingového
systému podniku – Segmentace jako základ cíleného marketingu - Marketingová
strategie - Marketingový mix /jeho popis a význam/ -Výrobek a výrobková
politika - Cena a cenová politika – Distribuce a distribuční cesty –
Komunikace
a komunikační mix
Compulsory literature:
[1] KOTLER, P. - Principles of marketing, Harlow: Pearson Education, 2014, 716 s.
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
A student must demonstrate at least 80% attendance at training hours.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
Lecture:
1. First General overview of marketing
2. Second Marketing and market
3. Marketing as a business philosophy and historical development of marketing
4. Characteristics of marketing macro environment
5. Characteristics of micro-marketing
6. Behavior of customers in the consumer market
7. The purchase behavior of institutions
8. Marketing Market Research
9. marketing Mix
10. Product and product policy, product assortment and analysis
11. Price and price policy, decisions on pricing, pricing strategies
12. Distribution channels
13. Communication policy communication program
14. Creating marketing program - MIX
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction