Course details

Rudiments of Marketing

IZMA Acad. year 2020/2021 Summer semester 5 credits

Current academic year

Rudiment knowledge in the marketing area. Customers orientation and tasks at the market. The characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques. The marketing strategy implementation in business and the use of SWOT analysis.

Guarantor

Kaňovská Lucie, doc. Ing., Ph.D. (ÚM)

Course coordinator

Chalupský Vladimír, doc. Ing., CSc., MBA

Language of instruction

Czech, English

Completion

Credit+Examination (written)

Time span

  • 26 hrs lectures
  • 26 hrs exercises
  • 13 hrs projects

Assessment points

  • 51 pts final exam
  • 49 pts projects

Department

Institute of Management (ÚM)

Lecturer

Chalupský Vladimír, doc. Ing., CSc., MBA
Kaňovská Lucie, doc. Ing., Ph.D. (ÚM)

Instructor

Chalupský Vladimír, doc. Ing., CSc., MBA
Kaňovská Lucie, doc. Ing., Ph.D. (ÚM)

Subject specific learning outcomes and competences

How to do marketing.

Learning objectives

The aim of this course is to provide students with knowledge in the marketing area. The course focuses on customer orientation and on achieving costumers' satisfaction. The course presents to the students' characteristics of marketing philosophy, the opportunity analysis, the use of marketing mix and other modern marketing techniques, the presentation of basics in marketing strategy implementation in business while emphasising the use of SWOT analysis.

Prerequisite knowledge and skills

No prerequisite knowledge is called for.

Study literature

  • Kaňovská, L.: Základy marketingu. 1. vyd. Brno, CERM, 2009, 123 s., ISBN 978-80-214-3838-5 (in Czech).
  • Kotler, P.: Marketing management. Praha, Management Press, 2001 (in Czech).
  • Vysekalová, J.: Marketing. Praha, Fortuna, 2006 (in Czech).
  • Boučková, J., kol.: Marketing. Praha, C.H. Beck, 2003 (in Czech).
  • Burnett, K.: klíčoví zákazníci a péče o ně. Praha, Computer Press, 2005. (in Czech)
  • Foret, M., Stávková, J.: Marketingový výzkum. Praha, Grada 2003. (in Czech)
  • Foster, T.R.V.: Jak získat a udržet zákazníky. Computer Press 2002. (in Czech)
  • Kaňovská, L., Tomášková, E.: DOPROVODNÉ SLUŽBY-KONKURENČNÍ VÝHODA. 1. vyd. Brno, CERM, 2009, 202 s., ISBN 978-80-7204-619-5. (in Czech)
  • Kotler, P.: Marketing od A do Z. Praha, Management Press, 2003. (in Czech)
  • Kotler, P., a de bes, f.t.: Inovativní marketing, Praha, Grada, 2005. (in Czech)
  • Pelsmacker, P.D., kol.: Marketing komunikace. Praha, Grada, 2003. (in Czech)

Syllabus of lectures

Rudiment knowledge in the marketing area.

Syllabus of numerical exercises

Rudiment knowledge in the marketing area.

Progress assessment

Attendance at practice and homework.

Controlled instruction

Attendance at practice and homework.

Exam prerequisites

Attendance at practice and homework.

Course inclusion in study plans

  • Programme BIT, 2nd year of study, Elective
  • Programme IT-BC-3, field BIT, 2nd year of study, Elective
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