Course detail
Marketing
FSI-YMA Acad. year: 2024/2025 Winter semester
Supervisor
Department
Learning outcomes of the course unit
Prerequisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
Language of instruction
Czech
Aims
The aim of the course is to provide students with basic knowledge of marketing and lead them to understand the necessity to use marketing principles in the management of professional activities / departments in the company.
This course will develop the knowledge needed to understand the place and importance of marketing for the management of companies as a whole as well as for the management of sub-areas (production, R+D, etc.). In particular, the subject focuses on understanding the customer's importance (understanding his / her needs and desires, decision-making, factors influencing his / her purchasing behavior ...) to ensure long-term development of the company.
Specification of controlled education, way of implementation and compensation for absences
The study programmes with the given course
Programme B-PDS-P: Industrial Design, Bachelor's
branch ---: no specialisation, 4 credits, compulsory
Programme C-AKR-P: , Lifelong learning
branch CZS: , 4 credits, elective
Type of course unit
Lecture
26 hours, optionally
Teacher / Lecturer
Syllabus
- General considerations for marketing utilization in our conditions.
- Marketing mix – the understanding of "classical" vs. "extended" marketing mix ce, place, promotion).
- Product – marketing approach to products, management of product portfolio.
- Product – brand, branding.
- Price – the role of price in marketing mix, factors influencing the pricing.
- Price – the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis.
- Distribution – the role of distribution in marketing mix, the distribution channels selection.
- Communication – the communication mix elements, advertising, sales support.
- Communication – personal sales, Public relations.
- Current trends in company communication.
- Marketing research – primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research.
- Current trends in marketing.
- Current trends in marketing.
Exercise
13 hours, optionally
Teacher / Lecturer
Syllabus
Introduction to the subject and rules for the assessment of the study during the semester;
Expectations of students from the subject. Discussion about marketing;
Marketing environment analysis;
Segmentation;
Marketing mix;
Meaning of packaging;
Marketing of services;
Communication mix and examples of innovative marketing campaigns;
Current trends in marketing;
Written test;
Presentation of students: Team project;
Presentation of students: Team project;
Credit.