OPF:MARBPMTP Marketing in Theory and Practi - Course Information

MARBPMTP Marketing in Theory and Practice

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)

Guaranteed by

Ing. Kateřina Matušínská, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

The course can be registered independently of other subjects.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Making the students acquainted with the marketing theory, its philosophical and social economical basis. It deals with the integrated concept, including all entrepreneurial activities and micro-economical areas. Preferentially, it will be presented as the developed knowledge of the unity of each top management employee to the ordinary worker of the company with the aim of generating not only the well-functioning sales management but also successful marketing decisions. The goal will be to show and substantiate theoretically to the students the growth of the practical application marketing areas to the width and depth including the changes of the marketing management instruments in mutual relations

Syllabus

• 1. The substance, concept and functions of marketing
  2. Management of the marketing activity
  3. Analysis of the marketing environment
  4. Marketing information system and marketing research
  5. Consumer markets and the consumer's purchasing behaviour
  6. Market analysis of business organizations. The analysis of the branches and competition
  7. Identification of the market segments, the choice of the target markets
  8. Product and product's policy
  9. Selection and management of the marketing distribution ways and the market logistics
  10. Price, the formation of price strategies and programs
  11. Communication mix
  12. International marketing
  13. Marketing of services
  1. The definition of marketing. The contents and meaning. The history and developmental stages. Essential tasks, functions, instruments - marketing mix. Entrepreneurial concepts.
  2. Market, its concept and function from the perspective of marketing. The analysis of the environment - situational analysis. Strategic marketing planning. The analysis of the entrepreneurial portfolio. The implementation and realization of marketing decisions.
  3. Marketing environment as an initial factor of marketing decisions. The trend analysis of the contemporary environment. Macro-environment and its factors. Microenvironment - essential elements. SWOT analysis as an essential instrument of assessing the elements of the marketing environment.
  4. The meaning of information for marketing decision making. The marketing information system - its concept, essential types. Ways, forms and methods of the realization.
  5. A concept of the consumer market. The model of the consumer's behaviour. The analysis of the factors influencing the consumer's behaviour. The decision making process in buying. Types of the consumer's behaviour.
  6. A concept of the trade, institutional and government market. Types of the purchasing situations. Participants of the trade purchasing process. Influences affecting the customer. Essential forms of the government and institutional purchases.
  7. Market segmentation - a concept, searching for the target groups. Main criteria of the segmentation of the consumer and business markets. The assessment of the market segments. The differentiation of the market offer and its placement.
  8. A concept and various interpretations of the product. The classification. Decision making on the products and product's mix of the company. The entrepreneurial assessment and development of the new products, innovations. The life cycle of the product.
  9. Marketing distribution ways, levels and functions. The distribution of the consumer articles and means of production. The organisation, objectives, and selection of marketing distribution ways. Retail and wholesale trade. Market logistics.
  10. A concept and the substance of the price. Decision making on the prices - factors, which influence it. The procedure of the price formation. The price adjustment and price changes.
  11. The meaning and substance of marketing communication, communication process. Essential communication forms, the formation of the efficient marketing communication. Advertising - a concept, types, targets, decision making on the media and budget. The support of the sale - a concept, characteristics, forms. Public relations - the substance, development and tools. The personal sale - tasks, sales power management.
  12. Essential specifications and ways of realising international marketing. International marketing environment.
  13. The substance and characterises of the services. The segmentation and characteristics of services. Marketing strategies of the services.
  

Literature

required literature
• KOTLER, P., KELLER, K. L. Marketing Management. Global edition. 14th ed. Boston: Pearson Educati, 2012. ISBN 978-0-273-75336-0. info
• Mc DONALD, M. Marketing plans: how to prepare them, how to use them. Amsterdam: Elsevier, 2007. ISBN 978-0-7506-8386-9. info
• BAKER, M. J. Marketing Strategy and Management. 4th ed. New York: Palgrave, 2007. ISBN 978-1-4039-8627-6. info

recommended literature
• MATUŠÍNSKÁ, K. a M. STOKLASA. Marketing in Theory and Practice. Karviná: OPF Karviná, 2012. info
• DAROCH, J. Marketing Through Turbulent Times. New York: Palgrave, 2010. ISBN 978-0-230-23730-8. info
• BRADLEY, N. Marketing Research: tools & techniques. Oxford: Oxford English Video, 2007. ISBN 978-0-19-928196-1. info
• FIFIELD, P. Marketing Strategy: the difference between marketing and markets. Amsterdam: Elsevier, 2007. ISBN 978-0-7506-5675-7. info

Teaching methods

Skills demonstration
Seminar classes

Assessment methods

Written exam

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

70 % participation in seminar, seminar work, exam test.

Activity	Difficulty [h]
Ostatní studijní zátěž	70
Přednáška	26
Seminář	13
Zkouška	40
Summary	149

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