BE_PH_MAR Marketing

NEWTON University
winter 2022
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Dr. Jacek Andrzej Aliński, PhD. (lecturer)
Dr. Jacek Andrzej Aliński, PhD. (seminar tutor)
Dr. Jacek Andrzej Aliński, PhD. (alternate examiner)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for International Programmes – NEWTON University
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course is focused on acquiring and deepening students' knowledge and skills in the field of marketing approach to the market. The main idea of the course is to acquaint students with basic marketing concepts, tools and procedures that are the basis for effective market opportunities, planning marketing programs for target customer segments and understanding the importance of the customer (knowledge of customer needs, expectations, decision-making, factors influencing shopping behavior etc.). The course will deal with selected passages in the field of marketing.  
Syllabus
  • Main topics of the course:
  • 1. Introduction to the subject (basic concepts, history and definition of marketing approaches, marketing mix, 4P, 4C)
  • 2. Marketing environment (external, internal)
  • 3. Consumer behavior (consumer purchasing decision-making process, factors influencing decision-making, B2B, B2C and B2G market)
  • 4. Market segmentation (concept, B2B segmentation, B2C, implementation and benefits of segmentation)
  • 5. Marketing information and research (definition of marketing research and its role, types of research)
  • 6. Product (product analysis, product classification, product strategy and management, product life cycle)
  • 7. Price (role and perception, external and internal influences of price decisions, process & methods of price creation)
  • 8. Place (structure and efficiency of distribution channels, distribution strategies)
  • 9. Promotion 1 (communication models, tools of promotion in general)
  • 10. Promotion 2 (marketing communication tools, communication effectiveness, communication strategy and plan)
  • 11. Digital marketing, Internet marketing 1
  • 12. Digital marketing, Internet marketing 2
Assessment methods
Ungraded credit (on campus): attendance at seminars min. 70%, completion and presentation of team seminar work; presentation of an update in the field of marketing in seminars 2 - 5 Ungraded credit (online): preparation of a team seminar paper Examination (both forms of study): pass mark min. 50 % 
Language of instruction
English
The course is also listed under the following terms winter 2020, winter 2021, summer 2023, winter 2023, summer 2024, winter 2024.
  • Enrolment Statistics (winter 2022, recent)
  • Permalink: https://is.newton.cz/course/nu/winter2022/BE_PH_MAR