Subject description - BD1M16MAR
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Explanatory Notes
Instructions
BD1M16MAR |
Marketing |
Roles: | PZ |
Extent of teaching: | 14KP+6KS |
Department: | 13116 |
Language of teaching: | CS |
Guarantors: | |
Completion: | Z,ZK |
Lecturers: | |
Credits: | 5 |
Tutors: | |
Semester: | L |
Web page:
https://moodle.fel.cvut.cz/divize/13116/Katedra_ekonomiky__manazerstvi_a_humanitnich_ved
Anotation:
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 |
planning
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:
Page updated 10.2.2025 07:51:10, semester: Z/2024-5, Z/2025-6, L/2024-5, Send comments about the content to the Administrators of the Academic Programs |
Proposal and Realization: I. Halaška (K336), J. Novák (K336) |