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

Ing. Radek Dohnal, Ph.D.

Institute

Institute of Structural Economics and Management

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

https://www.vut.cz/en/students/courses/detail/289890

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