BPH_MARE Marketing in English

Faculty of Economics and Administration
Spring 2010
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Michael Doležal (lecturer)
Ing. Lukáš Gottwald (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (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: Vlasta Radová
Timetable
Mon 16:20–17:55 P403
Prerequisites (in Czech)
! PHMAEN Marketing in English
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 100 student(s).
Current registration and enrolment status: enrolled: 0/100, only registered: 0/100, only registered with preference (fields directly associated with the programme): 0/100
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: segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions are involved in this subject. Students are also introduced to basic concepts in market research and management of marketing programs. ;
After passing this course students should be able to use (or at leaast to understand how to use) typical methods and tools of marketing management, to understand and to applicate marketing theory models into practical life (during the lectures case studies and empirical examples will be presented).
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
  • KOTLER, Philip. Marketing management :analysis, planning, implementation, and control. 7. ed. Englewood Cliffs: Prentice-Hall, 1991, xxvi, 756. ISBN 0-13-552480-6. info
  • PETER, J. Paul and James H. DONNELLY. Marketing management : knowledge and skills : text, analysis, cases, plans. 2. ed. Homewood: Irwin, 1989, 928 s. ISBN 025606668X. info
  • CRAVENS, David W., Gerald E. HILLS and Robert B. WOODRUFF. Marketing management. Homewood: Irwin, 1987, xx, 714 s. ISBN 0-256-05547-5. info
Teaching methods
The course proceeds in a form of lectures in an interactive way, namely in a form of discussions concerning the presented concepts, presentation of case studies, respectively examples from the real practice and by involvement of students in classwork team presentation and debate on a chosen topic during the last lecture.
Assessment methods
The course teaching is in a form of lectures supplemented with case studies and presentations of real life examplex from practice. Lectures are divided into twelve parts - concerning the topics given above - corresponding to the length of semester. For the last lecture students projects presentation are requirred. Topics for the projects correspond with the topics of lectures. Project means to elaborate team seminar work for the topic related to the course accordint the instruction of tutors during the first lecture. Each team consists of maximum 4 students. The grade for the course is a combination of the sum of points for: Team project elaboration and presentation and written test. The students must achieve at least 6 points from the total of 10 for project and at least 60% of correct answers for the test. 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 (probably available only in Czech)
Study Materials
The course is taught annually.
General note: Nezapisují si studenti, kteří absolvovali předmět PHMAEN.
Listed among pre-requisites of other courses
Teacher's information
http://www.econ.muni.cz/studium-on-line a www.mhhe.com
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