PHMAEN Marketing in English

Faculty of Economics and Administration
Spring 2007
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Michael Doležal (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Martin Krištof (lecturer)
doc. Ing. Radoslav Škapa, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Dana Krejčí
Timetable
Mon 16:20–17:55 P104
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 78 student(s).
Current registration and enrolment status: enrolled: 0/78, only registered: 0/78, only registered with preference (fields directly associated with the programme): 0/78
fields of study / plans the course is directly associated with
Course objectives
The course is designed as the introduction to basic principles of marketing and to help students develop basic knowledge, skills, and attitudes that will prepare them to enter the field of marketing. The course is addressed for foreign students of Masaryk University and it is hold in English language only. It offers the basic theoretical framework of marketing, including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions are introduced in this subject. Students are also introduced to basic concepts in market research and management of marketing programs
Syllabus
  • 1. The Foundations of marketing Marketing activities Basic concepts in marketing – the parties in exchange, exchange, needs and want, value, market…. Marketing management and marketing functions Marketing management process 2. Marketing environment Components of marketing environment Methods of analysis of macro environment Analysis of 5 competitive forces Analysis of microenvironment 3. Marketing planning and forecasting Corporate, business and marketing strategies Process of marketing strategic decisioning Marketing planning Components of marketing plan Implementing and controlling of marketing plan 4. Marketing research and marketing information systems (intelligence) Management information system and Marketing information system Process of marketing research Information resources – secondary and primary Methods of marketing research 5. Buying behavior of cosumers and organizations Consumers decision process and buying behavior Types of consumers purchasing decisions Nature of organizational markets (b2b markets) and goods and services purchased Organizational buying behavior Organizational purchase decision-making process 6. Analysis of competition Types of competition Competitors behavior analysis Competitive strategies 7. Market segmentation, targeting and positioning Rationale for market segmentation Identification of market segments and niches The segmentation process Targeting strategies The positioning process and positioning strategies 8. Marketing mix and product concept Product classification, product mix and product line Product life cycles Branding Services Strategy decisions for product lines New product development 9. Marketing mix and price The role of pricing in marketing mix Pricing objectives and pricing strategies The price-setting process Methods for setting a price level and prices Adapting prices to market circumstances 10. Marketing mix and marketing channels (place) Channel functions and institutions Channel design and structure Channel design decisions (objectives, number, physical distribution) Channel management decisions (channel power, channel control, channel members motivation) 11. Marketing mix and promotion (communication) The functions of marketing promotion Communication process The promotion mix (advertising, sales promotion, Public relations, personal selling) Managing promotion mix – integration of communication (objectives, selecting the right mix, budgeting, evaluation and control) 12. International marketing The international environment and marketing Issues in entering a foreign market Mechanism for serving a foreign market (entry decision, marketing strategy decisions, marketing mix decisions) 13. Project presentation Presentation of students projects
Literature
  • MCCARTHY, Edmund Jerome and William D. PERREAULT. Basic marketing :a managerial approach. 10. ed. Homewood: Irwin, 1990, 18, 743 s. ISBN 0-256-06865-8. info
Assessment methods (in Czech)
Lectures are divided into twelve parts - concerning the topics given above - corresponding to the length of semester. Students projects are presented during the last lecture. Project means to elaborate team seminar work for the theme related to the course. The grade for the course is a combination of the sum of points for: Team project elaboration and presentation. The students must achieve at least 6 points from the total of 10. If not, they are obliged to write an essay on given topic. Each team consists of two or three students. The project amounts for 40 per cent of the final mark. Final written test takes place during the exam period. The final test is composed of 20 questions and the minimu sum of total 20 points is 11 points. The final mark is a combination of the project (40 per cent) and the final test (60 per cent).
Language of instruction
English
Further Comments
Study Materials
The course is taught each semester.
Teacher's information
http://www.econ.muni.cz/studium-on-line a www.mhhe.com
The course is also listed under the following terms Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2008, Spring 2009.
  • Enrolment Statistics (Spring 2007, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2007/PHMAEN