Course: Basic Marketing

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Course title Basic Marketing
Course code KEMCH/C827
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study 2
Semester Winter
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Kalábová Ladislava, Ing.
  • Lošťáková Hana, prof. Ing. CSc.
  • Jelínková Martina, Ing. Ph.D.
Course content
Marketing and its role in business management Different approaches to market. Customer value. Marketing environment, marketing information system B2C market and its consumer behavior B2B market and its consumer behavior Market segmentation and targeting. Positioning and marketing mix. Complex product and product politics, services, price and price politics Distribution and distribution politics Integrated communication and communication politics, forms of marketing communication

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
Learning outcomes
The objective of this subject is to give to students a complex knowledge and skills in substance of marketing in contemporary market conditions.
The graduates are able to recognize marketing approach to the market, to analyze and evaluate market environment and position of enterprise in it, to analyze customers and competition, to make market segmentation, to make demand and sales forecasting, to set marketing plans for target markets with parts - selection of target markets, setting of marketing objectives and goals, choice of positioning strategy and strategy of marketing mix.
Prerequisites
Knowledge in mathematics and business economics and management taught within the bachelor study is needed for study of the subject.

Assessment methods and criteria
Oral examination, Home assignment evaluation, Work-related product analysis

Oral exam required. Level of acquired knowledge, approaches, as well as skills in practice application are examined. During term the knowledge is verified by twelve cases, their results are considered as a part of final classification.
Recommended literature
  • Boučková a kol. Marketing. 2003, C.H.Beck, Praha..
  • Kotler P., Armstrong,G. Marketing, 2004, Grada Publishing, Praha..
  • Koudelka J. Spotřební chování a marketing.1997, Grada Publishing, Praha..


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Chemical Technology Chemistry and Technical Chemistry (2015) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Inorganic Materials (2014) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Inorganic Materials (2013) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Chemistry and Technical Chemistry (2014) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Farmacochemistry and Medicinal Materials (2016) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Evaluation and Analysis of Foodstuffs (2013) Food industry and food industry chemistry 2 Winter
Faculty of Chemical Technology Evaluation and Analysis of Foodstuffs (2014) Food industry and food industry chemistry 2 Winter
Faculty of Chemical Technology Farmacochemistry and Medicinal Materials (2015) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Evaluation and Analysis of Foodstuffs (2016) Food industry and food industry chemistry 2 Winter
Faculty of Chemical Technology Surface Protection of Building and Construction Materials (2014) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Surface Protection of Building and Construction Materials (2016) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Inorganic Materials (2016) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Surface Protection of Building and Construction Materials (2015) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Surface Protection of Building and Construction Materials (2013) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Evaluation and Analysis of Foodstuffs (2015) Food industry and food industry chemistry 2 Winter
Faculty of Chemical Technology Chemistry and Technical Chemistry (2013) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Chemistry and Technical Chemistry (2016) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Inorganic Materials (2015) Engineering chemistry and chemistry of silicates 2 Winter
Faculty of Chemical Technology Farmacochemistry and Medicinal Materials (2014) Engineering chemistry and chemistry of silicates 3 Winter
Faculty of Chemical Technology Farmacochemistry and Medicinal Materials (2013) Engineering chemistry and chemistry of silicates 3 Winter