634-2013/01 – Marketing and Trade (MO)

Gurantor departmentDepartment of Economics and Management in IndustryCredits6
Subject guarantordoc. Ing. Šárka Vilamová, Ph.D.Subject version guarantordoc. Ing. Šárka Vilamová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year3Semestersummer
Study languageCzech
Year of introduction2014/2015Year of cancellation
Intended for the facultiesFMTIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
CEC0082 Mgr. Martin Čech
NET03 doc. Ing. Václav Nétek, CSc.
VIL10 doc. Ing. Šárka Vilamová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 3+2
Combined Credit and Examination 18+0

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.

Další požadavky na studenta

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

Combined form (validity from: 2014/2015 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  15
        Examination Examination 70  21
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry K Czech Ostrava 3 Compulsory study plan
2019/2020 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management K Czech Ostrava 3 Compulsory study plan
2019/2020 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry P Czech Ostrava 3 Compulsory study plan
2019/2020 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management P Czech Ostrava 3 Compulsory study plan
2018/2019 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry P Czech Ostrava 3 Compulsory study plan
2018/2019 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management P Czech Ostrava 3 Compulsory study plan
2018/2019 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry K Czech Ostrava 3 Compulsory study plan
2018/2019 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management K Czech Ostrava 3 Compulsory study plan
2017/2018 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management P Czech Ostrava 3 Compulsory study plan
2017/2018 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry P Czech Ostrava 3 Compulsory study plan
2017/2018 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry K Czech Ostrava 3 Compulsory study plan
2017/2018 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management K Czech Ostrava 3 Compulsory study plan
2016/2017 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management P Czech Ostrava 3 Compulsory study plan
2016/2017 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry P Czech Ostrava 3 Compulsory study plan
2016/2017 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry K Czech Ostrava 3 Compulsory study plan
2016/2017 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management K Czech Ostrava 3 Compulsory study plan
2015/2016 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry P Czech Ostrava 3 Compulsory study plan
2015/2016 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry K Czech Ostrava 3 Compulsory study plan
2015/2016 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management P Czech Ostrava 3 Compulsory study plan
2015/2016 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management K Czech Ostrava 3 Compulsory study plan
2014/2015 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management P Czech Ostrava 3 Compulsory study plan
2014/2015 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry P Czech Ostrava 3 Compulsory study plan
2014/2015 (B3922) Economics and Management of Industrial Systems (3902R062) Quality Management K Czech Ostrava 3 Compulsory study plan
2014/2015 (B3922) Economics and Management of Industrial Systems (6208R123) Economics and Management in Industry K Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner