MKT2_K Marketing

STING ACADEMY
winter 2020
Extent and Intensity
0/0/12. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Jiří Urbánek, Ph.D. (lecturer)
Guaranteed by
Ing. Jiří Urbánek, Ph.D.
Katedra ekonomiky a řízení – Rektor – STING ACADEMY
Prerequisites
STUDIJNI_SKUPINA(1MVA) && ! NOWANY( MEO2_K International Trade II )
The course is designed as a superstructure to the basic bachelor marketing course. During the introductory seminar students repeat marketing theory and then they apply for a seminar paper focused on individually chosen business field. All seminar theses are subsequently presented in English, which contributes not only to enhance the students' presentation skills, but also enhances the ability to present a professional text in a foreign language. Seminar theses and its presentations are developed by two students to utilize the principles of teamwork. The aim of the course is to expand the students' knowledge in marketing using modern marketing tools in the individually selected area. The secondary aim of the course is to develop students' presentation skills and the ability to discuss ethically a professional topics in a group of colleagues and lecturer.
Course Enrolment Limitations
The course is offered to students of any study field.
The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50
Course objectives
Aim of the Marketing II course is the application of theoretical knowledge acquired in Marketing I course in diverse areas of practice. Course offers new theory part focused on new marketing trends, especially marketing social networking and viral marketing. The Course responds to the need of employers for graduates who require a creative approach to design and implement marketing campaigns. By creating a case study course improves the presentation skills of students.
Learning outcomes
Method of ending the subject - exam Exam requirements – written test on computers with possibility to obtain a maximum of 100 points (note: to meet the requirements, the test must be met at least 60%). Successful students will continue to the oral exam, where will be verified their knowledge of marketing issues obtained from the provided study materials and lectures.
Syllabus (in Czech)
cvičení:
1. Definice marketingového výzkumu, popis prostředí
2. Marketingový informační systém, jeho jednotlivé subsystémy
3. Proces a organizace marketingového výzkumu
4. Metodika zpracování marketingového výzkumu
5. Formy marketingového výzkumu
6. Analýza a interpretace údajů
7. Specifická využití marketingového výzkumu (výzkum trhu, výrobků, komunikace, poptávky, nabídky, cen atd.)
8. Spotřebitel a determinanty jeho chování
9. Formování predispozic chování spotřebitele, pojetí potřeb a jejich vliv na rozhodování spotřebitele, učení a jeho působení na spotřebitelské chování,
10. Spotřební komunikace - porozumění, vnímání, zapamatování
11. Segmentace spotřebních trhů, typologie spotřebitelů, role spotřebitelů
12. Směry analýzy dat o spotřebitelích
13. Kulturní aspekty spotřebitelského chování
Literature
    required literature
  • LAKHANI, D. Jak prodávat když nikdo nekupuje. 1. vyd. Praha: Grada Publishing, 2010, 208 pp. ISBN 978-80-247-3309-8. info
  • ŠTĚDROŇ, B and KOL. Marketing a nová ekonomika. 1. vyd. Praha: C. H. Beck, 2009, 198 pp. ISBN 978-80-7400-146-8. info
  • KOTLER, P and KOL. Moderní marketing – 4. evropské vydání. 1. vyd. Praha: Grada Publishing, 2007, 1048 pp. ISBN 978-80-247-1545-2. info
    recommended literature
  • BAČUVČÍK, Radim. Tradiční a nové v marketingové komunikaci. 1. vyd. Zlín: Verbum, 2011, 218 pp. ISBN 978-80-87500-04-0. info
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada Publishing, a. s., 2008, 272 pp. ISBN 978-80-247-2690-8. info
    not specified
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace 2., zcela přepracované vydání. 2nd ed. Praha: Grada Publishing, 2019, 344 pp. ISBN 978-80-271-0787-2. info
  • SOLOMON, M. R. Consumer behavior : buying, having, and being. 12th ed. Upper Saddle River: Pearson/Prentice Hall, 2016, 624 pp. ISBN 978-0-13-412993-8. info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. 14th ed. Praha: Grada Publishing, 2013, 816 pp. ISBN 978-80-247-4150-5. info
  • KOZEL, Roman and MYNÁŘOVÁ Hana SVOBODOVÁ LENKA. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada, 2011, 304 pp. ISBN 978-80-247-3527-6. info
  • SCHIFFMAN, Leon G. and Leslie Lazar KANUK. Nákupní chování. Vyd. 1. Brno: Computer Press, 2004, xxii, 933. ISBN 8025100944. info
Teaching methods
Tutorials with active involvement of students in discussions. Teaching methods are described in the Study and Examination Rules of the STING ACADEMY.
Assessment methods
Terms of the credit::
1) Submitting the case study on the application of marketing tools to selected business.:
2) A written test with success at least 60%.
Language of instruction
Czech
Teacher's information
Mandatory Tutorials with compensation decided by the teacher.
The course is also listed under the following terms winter 2017, winter 2018, winter 2019, summer 2020.
  • Enrolment Statistics (recent)
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