Subjects

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Marketing of Food Products - N321014

Title:	Marketing potravinářských výrobků
Guaranteed by:	Department of Carbohydrates and Cereals (321)
Faculty:	Faculty of Food and Biochemical Technology
Actual:	from 2013 to 2020
Semester:	winter
Points:	winter s.:2
E-Credits:	winter s.:2
Examination process:	winter s.:
Hours per week, examination:	winter s.:1/1, MC [HT]
Capacity:	47 / 47 (unknown)
Min. number of students:	unlimited
State of the course:	taught
Language:	Czech
Teaching methods:	full-time
Teaching methods:	full-time
Level:

Guarantor:	Pour Vladimír Ing. CSc.

Examination dates Schedule

Annotation -

The course helps students to understand the nature and role of marketing and its application in the business, provides information about the business environment, the marketing information system, the planning, the shopping behavior of buyers. Students learn to segment the market according to several criteria to find the target customer group and to determine the marketing mix, a suitable product, reasonable price, good promotion and distribution method.

Last update: TAJ321 (25.09.2013)

Aim of the course -

Students will be able to:

• understand the problems of marketing in the food industry,

• describe the various elements of the marketing mix,

• Identify target segments,

• solve simple case study.

Last update: TAJ321 (25.09.2013)

Literature -

R: Grosová S.,Marketing. Principy, postupy, metody. VŠCHT Praha, Praha 2002

R: KOTLER, P. a kol. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2

A: KOTLER, P., Marketing podle Kotlera : Jak vytvářet a ovládnout nové trhy, Praha, Management Press, 2000,80-7261-010-4

Last update: TAJ321 (03.10.2013)

Syllabus -

1. Basic concept of marketing

2. Customer Analysis and competition in the food industry

3. Marketing strategy and strategic planning

4. Portfolio models and their application in practice

5. Marketing mix

6. Product - characteristics, life cycle

7. The development of new food products

8. Price - factors affecting production, pricing methods for food products

9. Marketing communications - advertising, sales promotion, public relations, personal selling

10. Distribution - distribution channels

11. Marketing Research

12. The purchase behavior of customers when buying food products

13. Case study I.

14. Case study II.

Last update: TAJ321 (25.09.2013)

Learning resources -

http://uchts.vscht.cz/

Last update: TAJ321 (26.09.2013)

Entry requirements

No.

Last update: TAJ321 (25.09.2013)

Registration requirements -

Business Economy - recommended

Last update: TAJ321 (26.09.2013)

Teaching methods
	Activity	Credits	Hours
	Účast na přednáškách	1	28
	Práce na individuálním projektu	0.4	10
	Příprava na zkoušku a její absolvování	0.2	6
	Účast na seminářích	0.4	12
		2 / 2	56 / 56

Coursework assessment
Form	Significance
Regular attendance	30
Defense of an individual project	20
Examination test	50