CTU FEE Moodle
Marketing
B232 - Summer 23/24
Marketing - BE1M16MAR
| Credits | 5 |
| Semesters | Summer |
| Completion | Assessment + Examination |
| Language of teaching | English |
| Extent of teaching | 2P+2S |
Annotation
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.
Study targets
No data.
Course outlines
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.
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.
Exercises outlines
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
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
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
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
Requirements
https://ekonom.feld.cvut.cz/cs/student/predmety/marketing