Subject description - BE1M16MAR
Summary of Study |
Summary of Branches |
All Subject Groups |
All Subjects |
List of Roles |
Explanatory Notes
Instructions
planning
| BE1M16MAR | Marketing | ||
|---|---|---|---|
| Roles: | PZ | Extent of teaching: | 2P+2S |
| Department: | 13116 | Language of teaching: | EN |
| Guarantors: | Pešek O. | Completion: | Z,ZK |
| Lecturers: | Pešek O. | Credits: | 5 |
| Tutors: | Pešek O. | Semester: | L |
Web page:
https://moodle.fel.cvut.cz/divize/13116/Katedra_ekonomiky__manazerstvi_a_humanitnich_vedAnotation:
The role and functions of the marketing management. Marketing research and marketing information system. Concepts of marketing strategy. The use of product life cycle and portfolio. Marketing-mix. Product and service policy, pricing and contractation policy, communication, distribution. Controlling and audit.Course outlines:
| 1. | Management and marketing | |
| 2. | The marketing concept of the management in the firm | |
| 3. | Marketing research | |
| 4. | The behaviour of demand side and the market segmentation | |
| 5. | The strategy product/market |
| 6. | Methods of strategy planning | |
| 7. | Marketing-mix | |
| 8. | Product, assortment and service policy | |
| 9. | Innovation, differentiation, variation | |
| 10. | Contractation policy, pricing | |
| 11. | Communication policy - publicity, advertising etc. | |
| 12. | The choice of distribution channels and sales | |
| 13. | The choice of marketing strategies | |
| 14. | Marketing controlling and audit, development of marketing. |
Exercises outline:
| 1. | Managerial circle, management tools | |
| 2. | Management concept, marketing concept | |
| 3. | Marketing research - forms and methods | |
| 4. | The choice of research methods | |
| 5. | Inquiring, results evaluation | |
| 6. | Strength/weakness analysis | |
| 7. | The product life cycle | |
| 8. | Product portfolio | |
| 9. | The firm`s assortment policy | |
| 10. | Pricing | |
| 11. | The choice of advertising media | |
| 12. | Marketing strategy, marketing-mix | |
| 13. | Final test | |
| 14. | Evaluation, credit |
Literature:
| 1. | Kotler, P., Keller, K. L: Marketing Management. 14th Edition, Prentice-Hall Inc. 2011. ISBN-10: 0132102927 | |
| 2. | Lilien, G.L., Rangaswamy A., De Bruyn, A.: Principles of Marketing Engineering, 2nd Edition, State College PA, 2013. ISBN 9780985764807 | |
| 3. | Randall, G.: Principles of Marketing, Thomson Learning 2001 |
Requirements:
https://ekonom.feld.cvut.cz/cs/student/predmety/marketing Subject is included into these academic programs:| Program | Branch | Role | Recommended semester |
| MEEEM4_2018 | Management of Power Engineering and Electrotechnics | PZ | 2 |
| Page updated 13.9.2024 17:51:28, semester: L/2023-4, Z/2025-6, Z/2023-4, Z,L/2024-5, Send comments about the content to the Administrators of the Academic Programs | Proposal and Realization: I. Halaška (K336), J. Novák (K336) |