| Course Unit Code | 545-0235/08 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Optional |
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| Level of Course Unit * | Second Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| ROL74 | Ing. Markéta Laštůvková, Ph.D. |
| Summary |
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| Subject stresses necessity of customer needs finding and orientation to their satisfying. Major of subject orientation is to industrial merchandise marketing in relation to characteristic of study branch. Marketing is embedded into system of enterprise management. |
| Learning Outcomes of the Course Unit |
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| The objective of the subject is to understand the basic terms in the field of Marketing. The students obtain theoretical and expert knowledge in the field of marketing. |
| Course Contents |
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1. Marketing and his historical evolution, fundamental terms, system of marketing.
2. Market: demand and supply, market equilibrium. Demand elasticity and its meaning in marketing.
3. Marketing information: marketing information system, marketing research.
4. Product life cycle, product mix
5. Market segmentation.
6. Product: classification of products, consumer`s market, buyer behaviour, industrial market, decision on industrial market, characterization of industrial demand, services.
7. Distribution: distribution of consumer-goods and industrial goods, distribution on retail trade and in wholesale.
8. Prices: pricing decision, determination of price on a costs basis, determination of price on a demand basis, determination of price on a competition basis, factors influencing determination of price, regulation of prices, price adjustment
9. Marketing communications mix: advertising, rada pro reklamu, ethical code of advertising, sales promotion, personal selling.
10. Market potential. Forecasting in marketing.
11. Organization of marketing activity.
12. Strategic marketing.
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| Recommended or Required Reading |
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| Required Reading: |
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| IACOBUCCI, Dawn. Marketing management. Stamford: Cengage Learning, c2015. ISBN 978-1-285-42995-3. |
KOTLER, Philip; ARMSTRONG, Garry. Marketing. Praha : Grada Publishing, 2004. 855 s. ISBN 80-247-0513-3.
MALÝ, Václav. Marketingový výzkum : teorie a praxe. 1. vyd. Praha : Vysoká škola ekonomická v Praze, 2006.181 s. ISBN 80-245-0761-7.
BLAŽKOVÁ, Martina. Jak využít internet v marketingu : Krok za krokem k vyšší konkurenceschopnosti Praha : Grada Publishing, 2005. 156 s. ISBN 80-247-1095-1.
NÉTEK, Václav. Průmyslový marketing. Ostrava: VŠB - Technická univerzita Ostrava, 2006. ISBN 80-248-1247-9. Skripta. Vysoká škola báňská - Technická univerzita Ostrava. |
| Recommended Reading: |
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| HULT, G. Tomas M., William M. PRIDE a O. C. FERRELL. Marketing. 17th ed., international ed. Kanada: South-Western Cengage Learning, c2014. ISBN 978-1-285-09260-7. |
BÁRTOVÁ, Hilda; BÁRTA, Vladimír. KOUDELKA, Jan. Chování spotřebitele a výzkum trhu. 1. vyd. Praha : Vysoká škola ekonomická v Praze, 2005.243 s. ISBN 80-245-0778-1.
VYSEKALOVÁ, Jitka; MIKEŠ, Jiří. Reklama : Jak dělat reklamu 2. aktualit. a rozš. vyd. Praha : Grada Publishing, 2007. 182 s. ISBN 978-80-247-2001-2.
KOZEL, Roman, Lenka MYNÁŘOVÁ a Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing, 2011. Expert. ISBN 978-80-247-3527-6.
LOŠŤÁKOVÁ, Hana. Diferencované řízení vztahů se zákazníky: [moderní strategie růstu výkonnosti podniku]. Praha: Grada Publishing, 2009. Expert. ISBN 978-80-247-3155-1. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials, Project work |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Exercises evaluation and Examination | Credit and Examination | 100 (100) | 51 |
| Exercises evaluation | Credit | 33 (33) | 17 |
| Semestral project. | Semestral project | 33 | 17 |
| Examination | Examination | 67 (67) | 34 |
| Oral examination | Oral examination | 67 | 34 |