BKH_MAR1 Marketing 1

Faculty of Economics and Administration
Spring 2011
Extent and Intensity
0/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
doc. Ing. Pavla Marciánová, 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
Sat 5. 3. 12:50–16:15 P104, Sat 26. 3. 8:30–11:50 P104, Sat 16. 4. 8:30–11:50 P104
Prerequisites (in Czech)
(! KHMAR Marketing ) && (! BKH_ZMAR Marketing 1 )
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
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 three blocks of tuition and self-study. See the content of each part below:
  • First block:
  • - Introduction to the topic (evolution of the notions of the function of marketing, individual conceptions of marketing management, different types of marketing, problem of marketing mix);
  • - Company environment ( difference between macro and micro environment, detailed definition of macroenvironment factors in a company, detailed definition of microenvironment factors in a company, explanation of analyses ( SWOT analysis, STEP analysis, Porter analysis of five competitive forces);
  • - Setting up a marketing plan (explanation of the importance of a marketing plan, explanation of the structure of a marketing plan, explanation of the set-up of a marketing plan in a real marketing campaign);
  • Second block:
  • - conception of target marketing (segmentation, targeting, positioning);
  • - presentation of a marketing plan concerning the first theme (presentation of chosen teams, feed-back, evaluation, discussion);
  • Third block:
  • - purchasing behaviour of customers (purchasing behaviour models, psychological factors influencing purchasing behaviour, current researches in purchase behaviour);
  • - product (identity and image, layers of the product, production line, production mix, brand and brand policy, demonstration on real examples, a product’s life cycle and ensuing strategies, criticism of the conception of a product’s life cycle, portfolio analysis and individual models, criticism of portfolio analysis);
  • - presentation of a marketing plan concerning the second theme (presentation of chosen teams, feed-back, evaluation, discussion);
  • Within the self-study students have to study from the DSO Marketing, and from other materials set by the teacher:
  • - marketing research (marketing information system and its relationship with the marketing research, relevance of marketing research, types of marketing research and its advantages and disadvantages, research process and its demand for information, sample selection);
  • - price (broader and narrower view of price in marketing conception, factors influencing the method of pricing, price strategies);
  • - distribution (marketing distribution channel, levels of marketing distribution channel and its advantages and disadvantages, types of marketing distribution channels, types of marketing distribution system, types of distribution and its advantages and disadvantages);
  • - promotion (integrated communication mix, instruments of communication mix, and methods of budget setting.
  • Generation of competitive strategies (market leader’s strategy, challenger’s strategy, outsider’s strategy, and demonstration on real examples);
  • - global marketing (levels of international involvement, internationalization and globalization, problem with global marketing mix, and demonstration on real 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
Immediate tuition is divided into 3 meetings (content of particular meetings hereinbefore). Content of the first meeting and first half of 2nd and 3rd meeting is based on the teaching method lecture (especially on the oral and discussion teaching methods). The second half of 2nd and 3rd meeting is based on the teaching method seminar (especially on the situational and inscenational methods of education) and interconnects cognitive learning with social learning. Imitation mechanism is used within the presentations of projects of particular teams.

Assessment methods
The course is finished by written exam (test). The students can approach the exam under conditions mentioned below.


The students ought to work out and present 1 POT in team per semester (more detailed information on the content and particular topics is given in interactive syllabus). POT is presented orally with support of MS PowerPoint. Students can enter for particular topics in the first meeting or through the e-mail (tutor’s email: klarad@econ.muni.cz). Day of presentation has to be met (except ordinary visit at the doctor) otherwise the conditions for successful ending of the course are broken. Students hand in PowerPoint presentations into the catalogue on IS (odevzdavarna) at appointed day. If the date of handing in is not met by the students, the conditions of successful ending of the course are default. There are two teams presenting in the meeting. Presenting teams are chosen by lot from all prepared teams. Presenting teams or more precisely individual students in team can acquire from 0 to 3 points. Points are added to the points acquired from the final written test. The other prepared but not presenting teams or individuals obtain 2 points automatically. These points are added to the final written test.


Final written test and final classification conditions:
- Students have to hand in and present POT or only hand in POT (in case of not presenting, not selected teams) – see hereinbefore
- Gaining at least 12 points of total points including POT evaluation (POT points are added only once) at the first attempt of passing the exam
- Gaining at least 60 % from total points (at least 12 points) at the second attempt of passing the exam.
If student commits a prohibited act, such as usage of various forbidden tools, cribbing, taking out any part of the exam or any other cheating, teacher is allowed to interrupt an exam and to grade a student with F, FF or FFF according to the seriousness of the offence. Mentioned procedure relates to all the activities that are included to the final evaluation of the course (seminar work, essays, tests etc.).
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 a odevzdat, resp. prezentovat zadaný POT
The course is taught annually.
General note: Nezapisují si studenti, kteří absolvovali předmět KHMAR.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2010, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022.
  • Enrolment Statistics (Spring 2011, recent)
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