BPH_MAR1 Marketing 1

Faculty of Economics and Administration
Spring 2014
Extent and Intensity
2/2/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
Ing. Klára Kašparová, Ph.D. (seminar tutor)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Ladislava Kuchynková, Ph.D. (seminar tutor)
doc. Ing. Pavla Marciánová, Ph.D. (seminar tutor)
Guaranteed by
Ing. Klára Kašparová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Tue 14:35–16:15 P101
  • Timetable of Seminar Groups:
BPH_MAR1/01: Thu 10:15–11:50 S310, P. Marciánová
BPH_MAR1/02: Thu 14:35–16:15 S309, K. Kašparová
BPH_MAR1/03: Thu 12:00–13:35 S310, L. Kuchynková
BPH_MAR1/04: Thu 13:45–15:20 S310, L. Kuchynková
BPH_MAR1/05: Tue 16:20–17:55 S310, K. Kašparová
BPH_MAR1/06: Thu 16:20–17:55 S313, K. Kašparová
Prerequisites (in Czech)
(! PHMARI Marketing I ) && (! BPH_ZMAR Basic Marketing )
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 153 student(s).
Current registration and enrolment status: enrolled: 0/153, only registered: 0/153
fields of study / plans the course is directly associated with
Course objectives
The course of Marketing I builds on the knowledge students gain in courses of economics, sociology, psychology and corporate economy. In the course students learn about the development of the concept of marketing management and various insights into marketing in terms of its mission and objectives. Subsequently the course deals with individual analysis of the environment in which the company is doing its business, issues of consumers purchasing behaviour, various marketing mix instruments as well as the issue of company management in global markets. Special attention is paid to the understanding of, processing and implementing a marketing plan. At this point students are expected to apply all they have learnt throughout the course.
The entire subject is divided into two parts - lectures, in which the teacher deals with the above mentioned areas and provides additional information to complement primary literature; and seminars where the teacher invites discussion over individual case studies, current marketing problems and seminar work.

The objective of the course is to ensure that on successful completion students are be able to:
- explain various perspectives of marketing management, marketing in general and its various types;
- describe various elements of the marketing mix;
- explain the specifics of marketing mix management;
- identify key points of consumer purchasing behaviour from the point of view of marketing;
- use specific methods of analysis of the environment;
- create a marketing plan on the basis of the acquired knowledge;
- develop a Microsoft Office PowerPoint presentation and manage to deal with the core of the message in a time limit.
Syllabus
  • The course consists of lectures (the content of each lecture is mentioned below) and seminars focusing on current corporate environment case studies:
  • Lecture plan:
  • Lecture I - Introduction to the topic (evolution of the view of the function of marketing, specific marketing management concepts, different types of marketing, the marketing mix);
  • Lecture II - Corporate environment (difference between macro and micro environment, detailed definition of corporate macro environmental factors, detailed definition of corporate micro environmental factors, analyses definition (SWOT analysis, STEP analysis, Porter analysis of five competitive forces);
  • Lecture III - targeted marketing concept (segmentation, targeting, positioning);
  • Lecture IV - marketing plan construction (explanation of the importance of marketing plan, structure of marketing plan, demonstration of marketing plan construction on a real-life marketing campaign);
  • Lecture V - marketing research (marketing information system and its relationship to marketing research, relevance of marketing research, types of marketing research, their advantages and disadvantages, research process and its demand for information, selection of a sample group);
  • Lecture VI - purchasing behaviour of customers (purchase behaviour models, psychological factors influencing purchasing behaviour, current researches in purchasing behaviour);
  • Lecture VII - product I. (identity and image, layers of the product, production line, production mix, brand and brand policy, demonstration on specific examples);
  • Lecture VIII - product II. (product life cycle and relevant strategies, criticism of the conception of product life cycle, portfolio analysis and relevant models, criticism of portfolio analysis);
  • Lecture IX - price (basic and specific view of price in marketing concept, factors influencing the method of price determination, pricing strategies);
  • Lecture X - distribution (marketing distribution channel, levels of marketing distribution channel with their advantages and disadvantages, types of marketing distribution channels, types of marketing distribution system, types of distribution, advantages and disadvantages);
  • Lecture XI - promotion (integrated communication mix, instruments of communication mix and methods of budget setting);
  • Lecture XII - generation of competitive strategies (market leader strategy, challenger strategy, outsider strategy, demonstration on specific examples);
  • Lecture XIII - global marketing (levels of international involvement, internationalization and globalization, problematic issues of global marketing mix management, demonstration on specific examples).
Literature
    required literature
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info
  • FORET, Miroslav, Klára KAŠPAROVÁ, Michael DOLEŽAL and Radoslav ŠKAPA. Marketing. 1st ed. Brno: Masarykova univerzita v Brně, 2004, 166 pp. ISBN 80-210-3500-5. info
    recommended literature
  • LUKÁŠOVÁ, Růžena a kol. Měření spokojenosti občanů s veřejnými službami jako součást řízení kvality v organizacích veřejného sektoru (Measurement of citizen satisfaction with public services as integral part of quality management in public sector organizations). 1st ed. Brno: Masarykova univerzita, Ekonomicko-správní fakulta, 2009, 118 pp. ISBN 978-80-210-5112-6. info
  • CIMLER, Petr and Dana ZADRAŽILOVÁ. Retail management. Vyd. 1. Praha: Management Press, 2007, 307 s. ISBN 9788072611676. info
  • KOTLER, Philip and Gary ARMSTRONG. Marketing. Translated by Hana Machková. Praha: Grada, 2004, 855 s. ISBN 8024705133. info
  • KOTLER, Philip. Marketing podle Kotlera :jak vytvářet a ovládnout nové trhy. Translated by Pavel Medek. Vyd. 1. Praha: Management Press, 2000, 258 s. ISBN 80-7261-010-4. info
Teaching methods
Primary teaching methods used are lectures and seminars. Oral and discussion teaching methods are also used within the framework of lectures. Situational and staging teaching methods are also used within the framework of seminars, which should link cognitive learning with social learning. Imitation mechanism is used in presentations of seminar projects of particular teams too.

Assessment methods
The course finishes with a final written test. Students can only take the exam having fulfilled the conditions mentioned below.
- Students are obliged to present one seminar paper in team per semester;
- Students hand in specified documents into the IS (odevzdavarna) at appointed day;
- Students are required to gain at least 60% of points in the test written during the semester;
- Students have good attendance (attendance at seminars is obligatory).

Students are obliged to gain at least 60 % from total points (at least 12 points) of the final written test.

Final classification:
Final mark is the average of mark from final written test (grade A-E) and mark of seminar paper (grade A-E).

Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.

Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
Information on completion of the course: Pro připuštění ke zkoušce je třeba vypracovat, odevzdat a prezentovat zadanou seminární práci
The course is taught annually.
General note: Nezapisují si studenti, kteří absolvovali předmět PHMARI.
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

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Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2014, recent)
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