Marketing

Syllabus

Lectures: 1. Theoretical bases of marketing. Content and essence of marketing. Basic principles of marketing. Marketing management process in business practice. Strategic management process. Marketing plan. 2. Sources of information for marketing decisions. Marketing information system and marketing research. Marketing information system and its sources. Marketing research process. Expert methods in market research. Specific methods and procedures used in qualitative market research. 3. Marketing environment. Microenvironment. Microenvironment factors. Macro environment. Macroenvironment factors. Alternative marketing analyzes and their importance in the management of marketing activities. 4. Market segmentation. Segmentation methods. Target market selection. Market position. Evaluation of market segments. 5. Consumer shopping behavior. Consumer behavior factors. Purchasing decision process. Purchasing behavior of organizations. Manufacturing market. Customer purchasing decisions in the manufacturing sector. Purchasing decision factors. Consumer market. Government market. 6. Marketing tools. Marketing mix. Model 4P, 5P, 7P and 4C. 7. Product and product policy. The essence of product marketing understanding. Product classification. New product development. Product submix. Product life cycle, its stages and characteristics of individual stages. 8. Price and pricing policy. Price as a marketing category. Price decision factors. Pricing. Pricing policy and price positioning. 9. Distribution and distribution policy. Distribution and distribution systems. Distribution path structure. Organization of distribution routes. Physical distribution. Retail. Wholesale. 10. Marketing communication. The essence and process of marketing communication. Communication mix. Advertising. Sales support, personal sales, public relations, direct marketing. 11. Marketing application for a selected area - a lecture by an expert from practice 12. Marketing application for a selected area - a lecture by an expert from practice 13. Modern trends in marketing, marketing 5.0, recapitulation of the subject. Exercises: Continuous processing of assigned tasks based on lectures and individual assignments. Project elaboration, continuous tests, solving practical tasks, case studies. The student will apply the acquired knowledge during the semester to a specific business entity in the sequence of steps reflecting the theoretical preparation. The knowledge is further developed by each student in solving individual tasks, and solving their own case study, where they also acquire practical skills with work in terms of applying the marketing sequence of steps. By applying knowledge to various examples within the existing business management practice, students exchange knowledge from different spheres of focus. The case study platform motivates the student to further self-education to gain an advantage. During the seminars, a space will be created for each student to justify the sequence of steps implemented by him, the correctness of understanding and problem solving is verified, while other students are also involved in the discussion. The course of the lesson is managed by the teacher, who responds to the possible critical response of other students and directs the factual controversy of the discussed problem. For student activity, factual comments and observations, the teacher awards points, which are included in the evaluation of the subject. It supports the interest and activity of the listeners. During seminars and exams, the student develops his communication skills and ability to think critically in collective analyzes as well as in the defense of his analyzes and topics. Seminars: Introduction to the course, presentation of requirements necessary for passing the course. Debate on the perception of marketing in today's business practice. Presentation of selected business entities on the example of which case studies will be carried out. Individual work, exceptionally in pairs. Obtaining basic information about a secondary business entity. Field work, collection of primary data needed for task processing. Systematization of the obtained information. Processing of documents for SWOT analysis Presentation of the processed SWOT analysis, discussion, discussion, feedback. Market segmentation applied to the conditions of the selected entity. Presentation, discussion, debate. Analysis of purchasing behavior in a focus for a specific subject. Product and product policy in the application for a specific entity Price and pricing policy in the application for a specific entity Place and distribution policy for a specific entity Marketing communication tools used by a selected business entity Suggestions for improving marketing activities and the existing marketing mix. Defending projects in the form of presentations.