545-0235/07 – Marketing (MARKE)
| Gurantor department | Department of Economics and Control Systems | Credits | 6 |
| Subject guarantor | prof. Ing. Jaroslav Dvořáček, CSc. | Subject version guarantor | prof. Ing. Jaroslav Dvořáček, CSc. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 1 | Semester | summer |
| | Study language | Czech |
| Year of introduction | 1990/1991 | Year of cancellation | 2014/2015 |
| Intended for the faculties | HGF | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
The objective of the subject is to understand the basic terms in the field of Marketing. The students obtain theoretical and expert knowledge in the field of marketing.
Teaching methods
Lectures
Tutorials
Project work
Summary
Subject stresses necessity of customer needs finding and orientation to their satisfying. Major of subject orientation is to industrial merchandise marketing in relation to characteristic of study branch. Marketing is embedded into system of enterprise management.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Regular feedback on the progress of knowledge during the current term is provided by semester projects and knowledge checks.
E-learning
Other requirements
Seminar work processing in the field of consumer goods market research.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Marketing and his historical evolution, fundamental terms, system of marketing.
2. Market: demand and supply, market equilibrium. Demand elasticity and its meaning in marketing.
3. Marketing information: marketing information system, marketing research.
4. Product life cycle, product mix
5. Market segmentation.
6. Product: classification of products, consumer`s market, buyer behaviour, industrial market, decision on industrial market, characterization of industrial demand, services.
7. Distribution: distribution of consumer-goods and industrial goods, distribution on retail trade and in wholesale.
8. Prices: pricing decision, determination of price on a costs basis, determination of price on a demand basis, determination of price on a competition basis, factors influencing determination of price, regulation of prices, price adjustment
9. Marketing communications mix: advertising, rada pro reklamu, ethical code of advertising, sales promotion, personal selling.
10. Market potential. Forecasting in marketing.
11. Organization of marketing activity.
12. Strategic marketing.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction