634-2013/01 – Marketing and Trade (MO)
Gurantor department | Department of Economics and Management in Industry | Credits | 6 |
Subject guarantor | doc. Ing. Šárka Vilamová, Ph.D. | Subject version guarantor | doc. Ing. Šárka Vilamová, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 3 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2014/2015 | Year of cancellation | 2023/2024 |
Intended for the faculties | FMT | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
- The student will be able to describe and analyze the basic marketing business processes
- The student will be able to formulate basic requirements for the marketing research, inc. preparatory phase of the research and its implementation
- The student will be able to use their knowledge to determine the appropriateness of use of marketing mix
- The student will be able to apply their knowledge and theoretical knowledge in solving problems related to the decision-making process of industrial companies in the areas of marketing strategy
Teaching methods
Lectures
Tutorials
Summary
The aim of this course is to reach the audience the ability of practical application of knowledge and theoretical knowledge in solving problems related to the decision-making process of industrial companies in the field of marketing analysis and strategy, and wherever the decision-making processes linked to the knowledge of the market and the market environment.
Compulsory literature:
[1]KOTLER, P., ARMSTRONG, G., WONG, V. a SAUNDERS, J. Principles of Marketing. 5. vyd. Harlow: Pearson Education, 2008.
Recommended literature:
[1] PRIDE, W., FERRELL, O. Foundations of Marketing,. Mason: Cengage Learning, 2011.
Way of continuous check of knowledge in the course of semester
E-learning
Integrovaný systém modulární počítačové podpory výuky ekonomicko-technického zaměření (http://lms.vsb.cz):
- Vzdělávací modul 6 – Finančně-ekonomická analýza a rozhodování: submodul Využití změny cen vybraných surovin na komoditních trzích v rámci operativního řízení hutního podniku, submodul Stanovení pořadí vybraného hutního podniku v oboru dle vybraných finančních ukazatelů, submodul Strategický management.
- VILAMOVÁ, Š. Strategický management. Studijní opory. Ostrava: VŠB-TU Ostrava, 2015.
- NÉTEK, V. Marketing a obchod. Studijní opory. Ostrava: VŠB-TU Ostrava, 2012.
Other requirements
Ps Elaboration of semester project completion and progress tests
Ks Elaboration of semester project completion and final test
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Basic concepts and terminology of marketing, nature, purpose and role of marketing in practice in industry. Organizational ties marketing and other professional activities of the company.
2. Marketing business environment, market operators, consumer and industrial markets. Needs and allocating customers, customer segmentation. Current trends in marketing.
3. Marketing information system, and method of importance to the company. Ways of obtaining access to data, marketing intelligence system, marketing research system. Types of information used.
4. Strategic marketing, the nature and role in business practice. The objectives of strategic corporate management, strategic marketing process cycle. The link between business strategy and marketing strategy. Competitive advantages
5. Marketing analysis - methods, techniques and tools of marketing analysis. Exact and empirical tools of marketing analysis. Basic marketing strategy.
6. Targeted marketing, the nature and role in marketing management company. Market segmentation, market targeting (targeting), market location (positioning).
7. Marketing mix - the essence of marketing mix, the principles of a mark. mix, the importance of the marketing mix, relationship to customer needs and business demands. Different concepts of marketing mix.
8. Product as an element of the marketing mix, types of products, total product concept, product policy companies market the product life cycle, new product development and its marketing in terms of marketing.
9. Price as an element of the marketing mix, the process of pricing in marketing, price mix ingredients, creating pricing strategies, fitness company policy.
10. Communication as an element of the marketing mix, the essence of the process of corporate communication, marketing communication objectives, tools, communication mix, advertising, PR, direct marketing, sales promotion, personal selling. Measuring the effectiveness of marketing communications.
11. Distribution as an element of the marketing mix, the nature of the distribution process, the concept of distribution channel and its typology. The optimal distribution path from the customer.
12. Marketing research - methods and techniques of marketing research. Stages - preparatory and implementation phases of research. Representative, kvazirepresentative and unrepresentative sample selection techniques. Collection and evaluation of the data obtained. Interpretation of the results of marketing research.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction