BPH_MARE Marketing (English)

Ekonomicko-správní fakulta
jaro 2010
Rozsah
2/0/0. 5 kr. Ukončení: zk.
Vyučující
Ing. Michael Doležal (přednášející)
Ing. Lukáš Gottwald (přednášející)
doc. Ing. Alena Klapalová, Ph.D. (přednášející)
doc. Ing. Radoslav Škapa, Ph.D. (přednášející)
Garance
doc. Ing. Alena Klapalová, Ph.D.
Katedra podnikového hospodářství - Ekonomicko-správní fakulta
Kontaktní osoba: Vlasta Radová
Rozvrh
Po 16:20–17:55 P403
Předpoklady
! PHMAEN Marketing in English
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 100 stud.
Momentální stav registrace a zápisu: zapsáno: 0/100, pouze zareg.: 0/100, pouze zareg. s předností (mateřské obory): 0/100
Mateřské obory/plány
Cíle předmětu
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.;
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 introduced).
Osnova
  • 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 decision making 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 behaviour of consumers and organizations. Consumers decision process and buying behaviour Types of consumers purchasing decisions Nature of organizational markets (b2b markets) and goods and services purchased Organizational buying behaviour Organizational purchase decision-making process
  • 6. Analysis of competition. Types of competition Competitors behaviour 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
Literatura
  • MCCARTHY, Edmund Jerome a 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 a 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 a Robert B. WOODRUFF. Marketing management. Homewood: Irwin, 1987. xx, 714 s. ISBN 0-256-05547-5. info
Výukové metody
Kurz probíhá formou přednášek v interaktivní podobě a to formou diskusí týkajícími se prezentovaných pojmů, prezentací případových studií, resp. příkladů z reálné praxe a zapojením studentů do výuky v podobě týmové práce na vybrané téma, prezentované a diskutované na posledním setkání.
Metody hodnocení
The course teaching is in a form of lectures supplemented with case studies and presentations of real life examples 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 according 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).
Vyučovací jazyk
Angličtina
Informace učitele
http://www.econ.muni.cz/studium-on-line a www.mhhe.com
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