BKH_ZMAR Basic Marketing

Faculty of Economics and Administration
Spring 2018
Extent and Intensity
0/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
Ing. Bc. Alena Šafrová Drášilová, Ph.D. (lecturer)
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
Sat 24. 2. 8:30–11:50 P104, Sat 17. 3. 8:30–11:50 P104, Sat 7. 4. 8:30–11:50 P104
Prerequisites (in Czech)
(! BKH_MAR1 Marketing )
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 Basic Marketing 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.
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 tutorials where the teacher invites discussion over individual case studies, current marketing problems.

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;
Syllabus
  • The course consists of 3 blocks of education (meeting) and self-study. At the meetings will be discussed in more depth selected topics. Other topics will be the subject of self-study. At the meetings, students will also defend their POT.
Literature
    required literature
  • 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
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Translated by Martin Machek - Tomáš Juppa. 14. vyd. Praha: Grada, 2013, 814 s. ISBN 9788024741505. URL 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
  • KARLÍČEK, Miroslav. Základy marketingu. 1. vyd. Praha: Grada, 2013, 255 s. ISBN 9788024742083. info
Teaching methods
Immediate tuition is divided into 3 meetings. Content of the first meeting is based on the teaching method lecture (especially on the oral and discussion teaching methods). The 2nd and 3rd meeting is based on the teaching method seminar.

Assessment methods
Final classification:
Final mark is is determined by the weighted average rating of the final test (range 60-100 % , weight 0.7) and a POT (range 60-100 %, weight 0.3).
Students are obliged to gain at least 60 % from total points (at least 12 points) of the final written test.
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
Further comments (probably available only in Czech)
Study Materials
Information on completion of the course: Pro připuštění ke zkoušce je třeba vypracovat a odevzdat zadaný POT.
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2019.
  • Enrolment Statistics (Spring 2018, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2018/BKH_ZMAR