Course Details
Marketing 1
Academic Year 2025/26
BVA015 course is part of 1 study plan
BPC-SI / E Summer Semester 4th year
Course Guarantor
Institute
Language of instruction
Czech
Credits
4 credits
Semester
summer
Forms and criteria of assessment
course-unit credit and examination
Offered to foreign students
Not to offer
Course on BUT site
Lecture
13 weeks, 2 hours/week, elective
Syllabus
- 1. The position of marketing as part of managerial activities of company management.
- 2. General conditions for the utilization of marketing approach.
- 3. Segmentation of customers.
- 4. Marketing management tools – marketing mix – product and product policy.
- 5. Marketing management tools – price and pricing policy.
- 6. Marketing management tools – distribution and distribution policy.
- 7. Marketing mix – communication and communication policy.
- 8. Marketing research.
- 9. Marketing strategy.
- 10. Current trends in marketing – options to use of social networks.
- 11. Current trends in marketing – marketing in services.
Exercise
13 weeks, 2 hours/week, compulsory
Syllabus
- 1.Declaration of conditions for granting the credit. Division into working teams to process a continuous example. Forms and methods of marketing research, questionnaire compilation and evaluation, mystery shopping
- 2. Analysis of the current situation (company, competition)
- 3. Analyzes of the macro and micro environment of the selected company. SLEPTE analysis, Porter's business environment analysis
- 4. Analyzes of the macro and micro environment of the selected company. Competitive Analysis, Supplier Analysis, Customer Analysis, Marketing Mix, SWOT Analysis
- 5. Basis for planning. Defining vision and business mission and transformation into construction, Segmentation and targeting, Determining marketing needs, Analyzing marketing needs, Defining goals
- 6.Project of marketing plan and its application. Defining financial options, time horizons and goals, Choice of communication tools, Policies for application of communication tools
- 7. Marketing plan in time
- 8. Cost of a marketing plan
- 9. Check the marketing plan in time. Risks and their measures
- 10. Presentation of the complete marketing plan by individual teams
- 11. Credit