Course Unit Code | 546-0144/01 |
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Number of ECTS Credits Allocated | 4 ECTS credits |
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Type of Course Unit * | Choice-compulsory type B |
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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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| MAT49 | Ing. Simona Matušková, Ph.D. |
Summary |
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Learning outcomes of the course unit The course introduces students to the basics of marketing. During the lectures attention is paid mainly to the marketing of raw material industrial enterprises, their surroundings and individual tools of the marketing mix. At the seminars the students will acquire the acquired knowledge in the preparation of the semester project and in solving the case studies most often from the tourism. |
Learning Outcomes of the Course Unit |
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Characterize the specifics of B2B marketing. Distinguish buyers and consumers. Explain the principles and process of segmentation in the raw material industry. Apply individual elements of the marketing mix in a tourism. Evaluate offline and online tools in the B2B market. |
Course Contents |
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1. Marketing, its historical evolution and importace.
2. Modern international marketing.
3. B2B marketing.
4. Tourism markets.
5. Tourism services clasification.
6. Marketing systems.
7. Marketing mix.
8. Product: its life cycle and its analysis.
9. Price: its decision and determination, factors influencing pricing.
10. Distribution: its ways in tourism.
11. Advertisement and communication in tourism.
12. Marketing legislations.
13. Marketing forecasts, E-marketing. |
Recommended or Required Reading |
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Required Reading: |
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OFLAZOGLU, S. ed.: Marketing [online]. InTech, 2018, 160 s. DOI:10.5772/intechopen.71388. ISBN 978-1-78923-436-7 |
KOTLER, P., WONG, V., KOTLER, P., SAUNDERS, J., ARMSTRONG, G.: Moderní marketing: 4. evropské vydání. Přeložil Jana Langerová, Vladimír Nový. 1. vyd. Praha: Grada Publishing, 2007, 1048 s. ISBN 978-80-247-1545-2
LOŠŤÁKOVÁ, H.: B-to-B marketing: strategická marketingová analýza pro vytváření tržních příležitostí. 1. vyd. Praha: Professional Publishing, 2005, 186 s. ISBN 80-86419-94-0
MATUŠKOVÁ, S.: Marketing v surovinovém průmyslu. E-learningová podpora, VŠB-TU Ostrava, 2018.
ZIMMERMAN, A. S., BLYTHE, J.: Business to business marketing management: a global perspective. 2nd ed. London: Routledge, 2013, 498 s. ISBN 978-0-415-53703-2 |
Recommended Reading: |
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MAKHITHA, K. M., CANT, M. C., THERON, D. ed.: Business-to-business marketing. Cape Town: Juta, 2016. ISBN 978-1-48512-122-0 |
FORET, M.: Marketingová komunikace. 1. vyd. Brno: Computer Press, 2006, 443 s. ISBN 80-251-1041-9
KOTLER, P., TRÍAS DE BES MINGOT, F.: Inovativní marketing: jak kreativním myšlením vítězit u zákazníků. Přeložil Hana Machková, Jiří Adamík, Josef Malý. 1. vyd. Praha: Grada Publishing, 2005, 200 s. ISBN 80-247-0921-X
POSTLER, M.: Média v reklamě: Televize, rozhlas, tisk. 1. vyd. Praha: Vysoká škola ekonomická v Praze, Nakladatelství Oeconomica, 2003, 104 s. ISBN 80-245-0629-7
KOTLER, P., PFÖRTSCH, W, A.: B2B brand management. Berlin: Springer, 2006, 373 s. ISBN 978-3540253600 |
Planned learning activities and teaching methods |
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Lectures, Tutorials, Other activities |
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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Credit and Examination | Credit and Examination | 100 (100) | 51 |
Credit | Credit | 30 | 17 |
Examination | Examination | 70 | 34 |