PEMBAMAG Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2021
Rozsah
2/1/0. 4 kr. Ukončení: zk.
Vyučující
doc. Ing. Martin Klepek, Ph.D. (přednášející)
Ing. Kateřina Matušínská, Ph.D. (přednášející)
doc. Ing. Martin Klepek, Ph.D. (cvičící)
Ing. Kateřina Matušínská, Ph.D. (cvičící)
Garance
doc. Ing. Halina Starzyczná, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.
Rozvrh
Čt 9:45–11:20 B206
  • Rozvrh seminárních/paralelních skupin:
PEMBAMAG/01: Čt 11:25–12:10 B206, M. Klepek, K. Matušínská
Předpoklady
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && ( FORMA ( P ) || FORMA ( Z ))
K absolvování předmětu nejsou vyžadovány žádné podmínky a předmět může být zapsán nezávisle na jiných předmětech.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 10 stud.
Momentální stav registrace a zápisu: zapsáno: 0/10, pouze zareg.: 0/10
Mateřské obory/plány
Cíle předmětu
The aim of the course is to provide students with the latest knowledge about the nature and functioning of contemporary marketing. The first section explains the basic concepts and principles of marketing. Following section is devoted to the analysis of the marketing environment, marketing information management and the characteristics of the consumer market and B2B markets, their behaviour and decision-making processes that take place in these markets. The main part of the course is focused on the characteristics of each element of the marketing mix - product, price, place and marketing communication.
Osnova
  • 1.The substance, concept and functions of marketing
    Marketing definition. Marketing concepts. Marketing cycle. Needs, wants and demands. Marketing supply. Exchange, transaction and relations. Key customer markets. Stages of marketing development. Traditional marketing mix 4Ps. Marketing mix 4Cs. Marketing mix 7Ps.
    2.Management of marketing activity and analysis of the marketing environment
    Marketing strategy definition. Designing a marketing strategy. Marketing plan elements. Marketing implementation. Controlling marketing activities. Marketing environment and its description. Marketing macroenvironment. Marketing external microenvironment. Marketing internal microenvironment. SWOT analysis. Response to environmental change.
    3.Marketing research
    Typology of marketing research. Research design and creation of research questions. Primary and secondary data. Quantitative and qualitative approaches. Research methods and techniques. Data collection and analysis. Evaluation and presentation of acquired data. Decision-making based on the results of marketing research.
    4.Consumer behavior on B2C market, STP process
    Factors influencing consumer behavior. The buying decision process. Creating Long-Term Loyalty Relationships. Segmentation – definition, characterization of segments, segmentation criteria, reverse segmentation. Targeting - definition, targeting strategy, market niche. Positioning - definition and meaning, types of position strategies, position map, repositioning.
    5.B2B markets
    Differences between B2C and B2C markets. Participants of the trade purchasing process. Buying situations. The trade purchasing process. Behavioural model of trade purchase process. Institutional and government markets. CRM on B2C markets.
    6.Marketing mix – product, price, place
    The product as a value creation tool for the customer. Product development phase. Product lifecycle and its implications for marketing management. Pricing methods using costs, competition and customers. Pricing tactics. Psychological aspects of price perception. Product availability. Types of retail units and distribution of FMCG goods.
    7.Marketing mix – marketing communication
    Definition and development of marketing communication. Basic concepts related to marketing communications. Brief characteristics of individual elements of marketing communication mix - advertising, sales promotion, personal sales, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
Literatura
    povinná literatura
  • MATUŠÍNSKÁ, Kateřina, Martin KLEPEK a Michal STOKLASA. Marketing in Theory and Practice. Online. Karviná: SU Opava, OPF Karviná, 2019. 183 s. ISBN 978-80-7510-341-3. [citováno 2024-04-23] info
  • BAINES, P S, P WHITEHOUSE, ANTONETTI a ROSENGREN. Fundamentals of Marketing. Online. 2nd. Oxford: Oxford University Press, 2021. ISBN 978-0-19-882925-6. [citováno 2024-04-23] info
  • FAHY, J a JOBBER. Foundations of Marketing. Online. Foundations of Marketing. London: McGraw-Hill Education, 2019. ISBN 978-1-5268-4734-8. [citováno 2024-04-23] info
  • KOTLER, Philip a Kevin Lane KELLER. Marketing Management. Online. 15th. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09262-1. [citováno 2024-04-23] info
    doporučená literatura
  • PELSMACKER, P, M GEUENS a J BERGH. Marketing Communications: a European Perspective. Online. 7th. Harlow: Pearson Education Limited, 2021. ISBN 978-1-292-32789-1. [citováno 2024-04-23] info
  • KERIN, A a HARTLEY. Marketing: The Core. Online. 7th. New York: McGraw-Hill Education, 2018. ISBN 978-1-259-71236-4. [citováno 2024-04-23] info
  • KOTLER, P a ARMSTRONG. Principles of Marketing. Global Edition.. Online. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. [citováno 2024-04-23] info
  • MALHOTRA, N K, D NUNAN a D F BIRKS. Marketing Research: An Applied Approach. Online. 5th. Harlow: Pearson Education Limited, 2017. ISBN 978-1-292-10312-9. [citováno 2024-04-23] info
  • LEVENS, M. Marketing: Defined, Explained, Applied.. Online. 3rd. New Jersey: Pearson Custom Education, 2016. ISBN 978-1-323-61449-5. [citováno 2024-04-23] info
Metody hodnocení
Attendance in seminars (min. 50 %), seminar project (40 %), final written exam(60 %).
Vyučovací jazyk
Angličtina
Další komentáře
Studijní materiály
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020.
  • Statistika zápisu (nejnovější)
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