Code: BE1M16MAR Marketing
Lecturer: Ing. Ondøej Pe¹ek Weekly load: 2P+2S Completion: A, EX
Department: 13116 Credits: 5 Semester: S
Description:
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.
Contents:
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.
Seminar contents:
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
Recommended 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

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