545-0235/10 – Marketing (MARKE)

Gurantor departmentDepartment of Economics and Control SystemsCredits5
Subject guarantorprof. Ing. Jaroslav Dvořáček, CSc.Subject version guarantorprof. Ing. Jaroslav Dvořáček, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesHGFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
DVO30 prof. Ing. Jaroslav Dvořáček, CSc.
KOZ99 doc. Ing. Roman Kozel, Ph.D.
ROL74 Ing. Markéta Laštůvková, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2
Part-time Credit and Examination 8+8

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:

IACOBUCCI, Dawn. Marketing management. Stamford: Cengage Learning, c2015. ISBN 978-1-285-42995-3.

Recommended literature:

HULT, G. Tomas M., William M. PRIDE a O. C. FERRELL. Marketing. 17th ed., international ed. Kanada: South-Western Cengage Learning, c2014. ISBN 978-1-285-09260-7.

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 systém 4. Marketing research. 5. Product life cycle, product mix 6. Market segmentation. 7. Product: classification of products 8. Consumer`s market, buyer behaviour, industrial market, decision on industrial market, characterization of industrial demand, services. 9. Distribution: distribution of consumer-goods and industrial goods, distribution on retail trade and in wholesale. 10. 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 11. Marketing communications mix: advertising, rada pro reklamu, ethical code of advertising, sales promotion, personal selling. 12. Market potential. Forecasting in marketing. 13. Organization of marketing activity. 14. Strategic marketing.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  17
        Examination Examination 70  34
Mandatory attendence parzicipation: 80% presence at seminars

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 2 Compulsory study plan
2021/2022 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Ostrava 2 Compulsory study plan
2021/2022 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 2 Compulsory study plan
2020/2021 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 2 Compulsory study plan
2020/2021 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Ostrava 2 Compulsory study plan
2020/2021 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 2 Compulsory study plan
2019/2020 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 2 Compulsory study plan
2019/2020 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Ostrava 2 Compulsory study plan
2019/2020 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner