Download MARKETING

MARKETING
(Marketing)
Department of Management
Teaching period:
ECTS credits:
Assessment:
Marking scale:
Form of instruction:
Lectures:
Seminars:
Language:
Prerequisites:
Course level:
Course progression:
Restrictions:
Autumn semester, 4th year of study
6.0
Written
4-point scale
3 hours per week
3 hours per week
English
Management, Management Theory
M.Sc. level
None
Objectives and general description:
Main objective of the course is to help to students develop marketing view on consumers and
organisational buyers, competitors, and suppliers. The course is based on lectures, seminars,
workshops, consultations, and study texts and glossaries. After introduction is projected
strategy and operational marketing with support of teacher. All these three steps student
repeat again when developing new market. Project for groups of students is assigned on the
first lecture. Its attractivity for financing bodies, suppliers, salesman and performers is
evaluated together with written test of terminology knowledge.
The theoretical knowledge of marketing management methodology is used to find
transformative solutions to selected marketing problem. Segmentation, targeting and
positioning is prepared in groups. Marketing mix techniques developing and satisfying '4P'
are delivered by individuals.
Lectures:
1. Core concept of marketing. Marketing concept, strategy and planning of businesses
2. Marketing research. Analysing of consumer behaviour. Marketing information system.
3. Segmenting, targeting and positioning markets.
4. Marketing strategies
5. Product life cycle. Brand and products management. New products development.
6. Place. Pricing
7. Communication process, promotion program and outputs
8. Below and above the line media
9. Managing the sales force. Personal selling. Marketing programs
10. Marketing implementation and control
Exercises (cover sheet of project):
1. Introduction, Setup working teams. Research assessment
2. Topic, reasoning, group, project stage 1 – preliminary research forecasting potential target
markets, overview of other project stages
3. Research design: Project stage 2A (consumers) and 2B (competitors) discovering size of
target markets: Select information from various sources (kind of segmentation, questions and
tabulation of results), results of selected methods
4. Test from terminology of first lecture. Example of observation method – file: pozorova.doc.
Questionnaires will be created on www.asp1000.com or on record pages for tests.
5. Control of research consistency: Quantitative or qualitative research process is presented.
Quantitative research design is based on one or few key questions preceded by few
segmentation questions and consequent information collecting
6. Qualitative research design select experts by filtering questions, which are followed by set
of scaled questions and finished by control questions informing about conditions of data
collection for further discrimination of non-standard data
7. Control of research documentation: Record page, tabulation page, order to external research
company and three of these forms filled by each group member to judge smoothness of the
process and reliability of research results
8. Rewriting and finishing of research: Turnover on potential available and served markets
Market share, financial objectives (increase of income)
9. Listing options and strategy selection: Ordered list of strategies and elements of marketing
mix. Marketing programs: Actions and budget with costs covered by revenues in repayment
time of marketing share increase
10. Commercialisation. Awarding rights in own business. Project presentation. List of critical
points for audit
Process outputs
Written record
Research proposal
Topic, reasoning, group, project stage 1 – preliminary
research forecasting potential target markets, overview of
other project stages
Project stage 2A (consumers) and 2B (competitors)
discovering size of target markets: Select information from
various sources (kind of segmentation, questions (warming
up, confirming, discovering, process developing, segments
distinguishing), and tabulation of results (segments,
products, brands, prices)), results of selected methods
(compared with values of competitors). Test from
terminology of first lecture. Example of observation
method – file: pozorova.doc. Questionnaires will be
created on www.asp1000.com or on record pages for tests.
Quantitative or qualitative research process is presented.
Quantitative research design is based on one or few key
questions preceded by few segmentation questions and
consequent information collecting questions for period of
implementation.
Qualitative research design select experts by filtering
questions, which are followed by set of scaled questions
and finished by control questions informing about
conditions of data collection for further discrimination of
non-standard data for different segments.
Record page, tabulation page, order to external research
company and three of these forms filled by each group
member to judge smoothness of the process and reliability
of research results
Turnover on potential available and served markets
Market share, financial objectives (increase of income)
Differentiating features
Research design
Control of research
consistency
Control of research
documentation
Rewriting and finishing of
research
Field work
Listing options and
strategy selection
Marketing programs
Ordered list of strategies and elements of marketing mix
Commercialisation
What to buy, lease, outsource
Awarding rights in own
business
Who gets and deliver what and when
Actions and budget with costs covered by revenues in
repayment time of marketing share increase
Project page
Field work
Orders sorted after suppliers and markets
Presentation of final report
List of critical points for audit
Teaching and learning methods:
The course is delivered with the use of case studies, workshops, presentations, project
assignment, surveys, interviews, seminars and other vehicles to facilitate active learning.
Number of hours:
Scheduled lectures
Scheduled seminars
Group project work
Report preparation
Group project evaluation
Home study
Exam and preparation
Total
30
30
60
10
10
20
20
180
Course literature:
1. Bennett P.D. (1988): Marketing, McGraw-Hill, Inc.
2. Bovée C.L., Thill J.V (1992): Marketing, McGraw-Hill, Inc.
3. Kinnear T.C., Taylor J.R. (1991): Marketing research an applied approach, McGraw-Hill, Inc.
4. Kotler P. (1994): Marketing Management, Prentice Hall, New Jersey
5. Schoell M.F., Guiltinan J.P. (1993): Marketing Essentials, Allyn and Bacon
6. Zikmund W.G., d´Amico, M. (1993): Marketing, West Publishing Company
Teaching staff/staff member(s) responsible for courses:
Doc. Ing. Zdeněk Linhart, Csc.
Activity, competing
suppliers
Philosophy, consumer,
future demand
Research:
- Terminology , classification
- work with experts in
different processes,
situations, and markets
Marketing strategies: speed,
innovativeness, life,
competition, global
Marketing mix,
programs
Project:
- new product
- target segment
1st stage (preliminary
research) assignment:
- group
- topic
- reasoning
- experts
Research design:
- sales
- supply
- secondary
- primary
- questionnaire
- observation
Field work, order:
- segmentation
- warming up,
confirmation,
discovery,
implementation
- tabulation of mix
Planning:
- corporate
- company
- market
Strategic planning models:
- Segmentation, targeting,
positioning
- functional strengths
- technological superiority
- corporate governance
- product organisation
Implementation and control
New market entry program
New independent marketer
presentation