SubjectsSubjects(version: 880)
Course, academic year 2020/2021
  
Principles of Marketing - AB501006
Title: Principles of Marketing
Guaranteed by: Department of Economics and Management (837)
Actual: from 2020
Semester: summer
Points: summer s.:6
E-Credits: summer s.:6
Examination process: summer s.:
Hours per week, examination: summer s.:2/2 C+Ex [hours/week]
Capacity: unlimited / unlimited (unknown)
Min. number of students: unlimited
Language: English
Teaching methods: full-time
Level:  
For type: Bachelor's
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Jílková Petra Ing. Ph.D.
Is interchangeable with: B501006
Literature -
Last update: Švecová Lenka doc. Ing. Ph.D. (08.02.2021)

R: KOTLER, P. T., AMSTRONG, G. Principles of Marketing, 17th Edition. Harlow: Pearson, 2017. ISBN: 978-0134492513.

R: KOTLER, P., KELLER, K. L. Marketing Management. 15th Edition. Harlow: Pearson, 2015. ISBN: 978-0133856460

R: KERIN, R., HARTLEY, S. Marketing. 14th Edition. McGraw-Hill Education, 2018. ISBN: 978-1260092110.

Syllabus
Last update: Švecová Lenka doc. Ing. Ph.D. (08.02.2021)

1. Introducing to marketing. Changing marketing environment, definitions, concepts. International marketing and globalization process.

2. Marketing management, core principles. Marketing audit, developing marketing strategies and plans, measurement and evaluation of marketing activities.

3. Marketing micro and macro environment analyses – analysing industries and markets.

4. Competitive strategy – five forces of competition, goals creating, strategies to build and achieve a sustainable advantage.

5. Information, external and internal information sources. Company information systems. Managing marketing information and gain customer´s insight.

6. Marketing research and forecasting – process, rules, methodology. Analysing customer and business markets.

7. Segmentation, identifying, analysing and creating market segments, targeting and positioning.

8. Customer Relationship Management - creating customer value, satisfaction and loyalty.

9. Product, services and brands – new products development and product life-cycle strategies, managing brands and brand equity. Product innovations.

10. Pricing, understanding and capturing customer value. Pricing strategy.

11. Marketing channels, retailing, wholesaling. Building e-commerce. Distribution strategy.

12. Integrated marketing communication strategy and tools of communication mix.

13. Ethic and legal marketing aspects.

14. New marketing trends and building direct customer relationship.

Course completion requirements -
Last update: Švecová Lenka doc. Ing. Ph.D. (08.02.2021)

Credit: activity in seminars and ongoing tasks (30%), Case Study - Marketing strategy and analysis of the surroundings of a selected business entity (70%)

Exam: Theoretical mastery of the topics covered (in the range of lectures, exercises and required reading), including practical application on specific examples will be tested by a written exam.

 
VŠCHT Praha