Marketing
- Credits: 6
- Ending: Examination
- Range: 20sP
- Semester: summer
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to provide a basis of marketing knowledge with an understanding of the history of origin, penetration and implementation into business practice with the ability to use all the tools of marketing instruments. Understanding the processes of marketing management process in business practice.
Knowledge: understand the issues of marketing, its importance, development and implementation in specific conditions, understand the issues of application of marketing principles and marketing plans in various areas of the consumer market and the market of the manufacturing sphere.
Skill: Practical skills: ability to apply marketing instruments on a specific example, critically evaluate the situation, propose solutions to marketing problems of tactical and strategic level. The ability to work with information - search for it, select it, analyze it and synthesize with an orientation towards the creation of a marketing concept, the ability to predict scenarios further development.
Competence: acquired in the teaching process allow to creatively assess the basic context in the management of marketing activities of business entities and make decisions based on their knowledge. The goal is to achieve a high degree of independence and foresight in a known and unknown environment. Work proactively and responsibly as part of a work team. Application of innovative and creative thinking supported by professional presentation of the results of one's own study or practice.
Indicative content
Consultations:
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.
Self-study:
Continuous processing of assigned tasks from individual assignments.
Processing of documents for SWOT analysis
Preparation for the presentation of the processed SWOT analysis.
Market segmentation applied to the conditions of the selected entity.
Analysis of purchasing behavior focused on a specific entity.
Product and product policy in an application for a specific entity
Price and pricing policy in the application for a specific entity
Location 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.
Preparation of project presentations.
Support literature
Elementary literature:
HANULÁKOVÁ, Eva et al. Marketing : nástroje, stratégie, ľudia a trendy. 1. vydanie. Bratislava : Wolters Kluwer SR, 2021. 363 s. [18,2 AH]. ISBN 978-80-571-0438-4.
KOTLER, PH., KARTAJAZA, H., SETIAWAN, I.: Marketing 5.0.John Wiley&Sons Inc, 2021. ISBN: 1119668514
LIESKOVSKÁ, V. a kol.: Marketing. Bratislava: Vydavateľstvo EKONÓM 2009.
Supplementary literature:
GODIN, S.: Toto je marketing. Bratislava, Albatros Media Slovakia, 2020. ISBN 978-80-566-1627-7.
KOTLER, Ph.: Marketing od A po Z.Praha, Management Press,
KITA, Jaroslav et al. Marketing. Bratislava : Wolters Kluwer, 2017. 424 s. [28 AH]. Ekonómia. ISBN 978-80-8168-550-7.
Syllabus
Consultations: 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. Self-study: Continuous processing of assigned tasks from individual assignments. Processing of documents for SWOT analysis Preparation for the presentation of the processed SWOT analysis. Market segmentation applied to the conditions of the selected entity. Analysis of purchasing behavior focused on a specific entity. Product and product policy in an application for a specific entity Price and pricing policy in the application for a specific entity Location 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. Preparation of project presentations.
Requirements to complete the course
Consultations: 40%, of which:
consultations activity: 10%
result of semester tests: 10%
preparation and presentation of semester assignment: 20%
Result of the final written exam: 60%
Student workload
Consultations: 20 h
Self-study: 32 h
Preparation for continuous exams: 26 h
Preparation for the final exam: 52 h
Project preparation: 26 h
Total 156 hours
Language whose command is required to complete the course
Slovak
Date of approval: 15.02.2023
Date of the latest change: 03.02.2023