NU:BE_PH_MAR Marketing - Course Information
BE_PH_MAR Marketing
NEWTON Universitywinter 2024
- Extent and Intensity
- 2/1. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Dr. Jacek Andrzej Aliński, PhD. (lecturer)
Romina Cheraghalizadeh, Ph.D. (lecturer)
Graeme Murray, BA (Hons), MSc (seminar tutor) - Guaranteed by
- Ing. Ludmila Hruban, Ph.D., MSc.
Centre for International Programmes – NEWTON University - Timetable
- Fri 18:30–20:00 PH Učebna 12, except Fri 4. 10. ; and Fri 4. 10. 18:30–20:00 PH Učebna 08, Fri 1. 11. 18:30–20:00 PH Učebna 12, Fri 22. 11. 18:30–20:00 PH Učebna 12
- Timetable of Seminar Groups:
BE_PH_MAR/102: each odd Thursday 11:20–12:50 PH Učebna 04, except Thu 10. 10., except Thu 5. 12. ; and Thu 28. 11. 8:00–9:30 PH Učebna 09, Fri 13. 12. 15:10–16:40 PH Učebna 09, Tue 17. 12. 9:40–11:10 PH Učebna 09, G. Murray - Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives
- The course is aimed at acquiring and deepening students' knowledge and skills in the marketing approach to the market. The essential idea of the course is to introduce students to the basic marketing concepts, tools and procedures that are the basis for effective search for opportunities in markets, planning marketing programs for target customer segments and understanding the importance of the customer (understanding their needs, expectations, decision-making methods, factors influencing their buying behavior, etc.). Course objectives: acquire basic knowledge and understand the principles in contemporary marketing management of a business; acquire skills and have the ability to analyse the business environment in a marketing way; increase competence in understanding current consumer behaviour and market changes; foster the skills and abilities to develop a marketing plan for a business/brand, i.e. to be able to develop a basic marketing strategy for a selected business/brand.
- Syllabus
- Main topics of the course (topics of individual lectures): Introduction to marketing (basic concepts, history, definition of marketing approaches, marketing mix 4P / 4C / 4E). Marketing environment (external, internal environment). Consumer behaviour (consumer purchase decision process, consumer black box, consumer generation, etc.). Market segmentation (approaches to market, principle of segmentation, customer groups, characteristics of customer groups, targeting, positioning). Marketing research (definition of research opportunities, types of research, applicability of research in practice). Product (product marketing characteristics, complete product, product life cycle, product portfolio analysis). Pricing policy (pricing strategy when introducing a new product to the market, price determination according to price vs. quality), common mistakes in pricing policy, pricing procedure). Distribution (distribution route, distribution structure, distribution function, distribution levels and forms, internet shopping in the Czech Republic). Promotion - Part 1 (importance of integrated marketing communication, target groups of marketing communication, communication models, marketing communication tools). Promotion - Part 2 (advertising, sales promotion, direct marketing, public relations, personal selling, sponsorship, advertising plan). Digital Marketing - Part 1 (global digital growth, digital marketing trends, overview of digital marketing tools, internet advertising, development of internet advertising in the Czech Republic). Digital Marketing - Part 2 (search marketing, email marketing, viral marketing, social media, mobile marketing, other digital marketing trends). Case studies, presentations of practical examples and guided discussions are an integral part of the course. The course will also include additional activities such as meetings with guests - experts on the subject. The subject of the seminars will be the following topics: Marketing plan - basic concept and structure according to the presentation, students independently form a team of 4-6 students and search for a brand/company suitable for the development of a marketing plan, the topic addressed + team composition will be reported to their teacher at the 2nd or 3rd seminar. Marketing mix (creation of MM - toothpaste). Preparation of market analysis (micro and macro environment, consumer analysis). Market segmentation, persona creation (creating a typical customer/customers for a product marketing plan). Creative product packaging design + other product marketing features. How to work with marketing research, where and how to look for information not only to develop a marketing plan. Price and distribution (price vs. quality according to target market countries + role of price and distribution in the preparation of the marketing plan). Analysis of the promotion of the selected brand (positive vs. negative examples). Sales promotion as part of promotion (practical examples, examples). Coherence of marketing strategy (case study). Presentation/defence of team projects - marketing plan incl. feedback. All teams submit a PDF project including presentation to IS according to the deadline set by the tutor.
- Assessment methods
- Credit (pres., dist.): controlled attendance at the seminar (obligatory min. 4 participations out of 6), processing of current events from marketing (voluntary), processing of case studies within the seminar, ongoing work on a group project - marketing plan for a selected company/ brand, submission of the marketing plan project to IS - submission module, presentation and defense of the project at the last seminar incl. feedback. Exam (pres., dist.): oral exam on knowledge and skills of the subject; the final grade is made up of 50% for practical activities during the semester and the prepared marketing plan and 50% of the assessment is made up of the oral exam itself
- Language of instruction
- English
- Enrolment Statistics (recent)
- Permalink: https://is.newton.cz/course/nu/winter2024/BE_PH_MAR