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Course info
KMO / NMTGA
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Course description
Department/Unit / Abbreviation
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KMO
/
NMTGA
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Introduction to Marketing in German
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
4
Cred.
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Type of completion
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Written
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Type of completion
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Written
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Time requirements
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Lecture
2
[Hours/Week]
Tutorial
1
[Hours/Week]
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Course credit prior to examination
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No
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Course credit prior to examination
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No
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Included in study average
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YES
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Language of instruction
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German
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Occ/max
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Summer semester
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0 / -
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0 / -
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0 / -
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Included in study average
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YES
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Winter semester
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0 / 500
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Winter + Summer
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Semester taught
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Winter + Summer
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Minimum (B + C) students
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10
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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German
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Internship duration
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0
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No. of hours of on-premise lessons |
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Evaluation scale |
1|2|3|4 |
Periodicity |
každý rok
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Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
1|2|3|4 |
Substituted course
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None
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Preclusive courses
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N/A
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
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XLS
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Course objectives:
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The aim of this course is to: explain the role of marketing in business management; teach students to use marketing tools practically; show coherence of marketing and other scientific disciplines; familiarize students with appropriate examples; discuss case studies; lead students to defense of the results of their own work. Based on the practical requirements providing students with the basic marketing skills in order to increase their future value on the labour market.
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Requirements on student
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The condition for credit prior to examination:
a) Submit an approved seminar paper elaborated in the given form (which is presented on the subject websites in COURSEWARE), according to the tutors instructions (the deadline for paper delivery is the end of 11th week of the semester via the IS Portal. The duration of the tutor's correction is max. 10 working days. It is possible to submit corrected version of the paper only once at least 1 week before the exam.)
b) 3 acquired points in seminars for tasks assigned by a teacher (a student can acquire max. 1 point in each seminar)
Additional information about the form of the seminar paper is on the COURSEWARE.
Written exam with closed and opened questions.
Evaluation:
less than 69 % D
70 - 79%: classification level "good" C
80 - 89%: classification level "very good" B
90 - 100%: classification level "excellent" A
out of the total 30 points
Additional information for the students of the combined form of study is on the Courseware.
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Content
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Introduction to marketing and its role in society
Market and targeted marketing
Market analysis
Psychology of customer behavior in the B2B and B2C market
Market research
Marketing planning
Marketing mix - product
Marketing mix - distribution
Marketing mix - price
Marketing mix - promotion
Introduction to services marketing
Marketing trends
Additional information for the students of the combined form of study is on the COURSEWARE.
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
KOTLER,Philip; ARMSTRONG, Garry. Grundlagen des Marketing. Munchen: Pearson Studium, 2011. ISBN 978-3-86894-014-5.
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Basic:
Světlík, Jaroslav. Marketing - cesta k trhu. Plzeň, 2005. ISBN 80-86898-48-2.
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Basic:
Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
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Recommended:
Boučková, Jana. Marketing. Praha, 2003. ISBN 80-7179-577-1.
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Recommended:
Kotler, Philip; Armstrong, Gary. Marketing. Praha : Grada Publishing, 2004. ISBN 80-247-0513-3.
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Recommended:
Vaštíková, Miroslava. Marketing služeb: efektivně a moderně. Praha : Grada, 2008. ISBN 978-80-247-2721-9.
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Recommended:
Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
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Recommended:
Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Preparation for an examination (30-60)
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40
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Undergraduate study programme term essay (20-40)
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25
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Contact hours
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39
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Total
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104
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
None |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to understand the role of marketing, marketing planning and business information system |
to understand the need of analysis of marketing environment and environmental factors |
to compare marketing and other business concepts |
Skills - skills resulting from the course: |
to apply theoretical basics of marketing and marketing orientations in the business practice |
to apply marketing mix, perform and present marketing plan project |
Competences - competences resulting from the course: |
N/A |
N/A |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Written exam |
Seminar work |
Skills - skills achieved by taking this course are verified by the following means: |
Skills demonstration during practicum |
Competences - competence achieved by taking this course are verified by the following means: |
Written exam |
Skills demonstration during practicum |
Seminar work |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Interactive lecture |
E-learning |
Multimedia supported teaching |
Self-study of literature |
Skills - the following training methods are used to achieve the required skills: |
Students' portfolio |
Practicum |
Competences - the following training methods are used to achieve the required competences: |
Interactive lecture |
Self-study of literature |
E-learning |
Multimedia supported teaching |
Practicum |
Students' portfolio |
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