| Course title | Marketing 2 |
|---|---|
| Course code | KAE/MKE2 |
| Organizational form of instruction | Lecture + Lesson |
| Level of course | Bachelor |
| Year of study | 2 |
| Semester | Winter and summer |
| Number of ECTS credits | 3 |
| Language of instruction | Czech |
| Status of course | Compulsory, Compulsory-optional |
| Form of instruction | Face-to-face |
| Work placements | This is not an internship |
| Recommended optional programme components | None |
| Lecturer(s) |
|---|
|
| Course content |
|
The objectives: Identification of marketing problems supporting decision making Methods of obtaining the data needed to solve marketing problems and adhere to ethics in their collection Classification of marketing research Research to identify the problem and to solve a problem The process of marketing research Research of consumer behavior and segmentation Product and brand research Promotion and marketing communication research Price research Distribution research Online marketing research Cross-cultural marketing research
|
| Learning activities and teaching methods |
Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming), Work with Text (with Book, Textbook), Group work
|
| Learning outcomes |
|
The aim of the course is to understand the importance of marketing research as an important function of marketing. Students will know which methods and procedures to use to research marketing as an important business area, as well as, to research the various tools of the marketing mix and, to research consumer behavior, too. Compiled marketing analyzes, which are based on relevant, accurate, real, valid and up-to-date marketing research information, help companies to stay competitive in the market. The knowledge and skills acquired in this course can help students to develop their careers in professions related to all areas of marketing.
Upon completion of the course, students will understand importancy of the marketing reseach for company marketing management, will be able to develop the process of marketing reseach, according its required steps, resulting into marketing analyzes, and apply research information into the business processes and procedures. Students will know, how to collect primary and secondary data, how to define the real problems, how to construct the questionnaire, and reporting results for company succesfull performance on markets. |
| Prerequisites |
|
Knowledge from the course of Marketing 1
|
| Assessment methods and criteria |
|
Oral exam, Questionnaire, Seminar Work, Written exam
Credit Maximum for getting the credit: 30 points Minimum for getting the credit: 20 points Processing a credit project on a given topic: 30 points Conditions for obtaining credit are project submission on time and obtaining at least 20 points. Exam: Combined (written and/or oral) Maximum 70 points Minimum 40 points A condition for admission to the exam is obtaining credit for both winter and summer semester. Overall evaluation of the course Maximum (credit in summer semester/30 points + an exam in summer semester/70 points) 100 points Minimum (credit in summer semester/20 points + an exam in summer semester/ 40 points) 60 points |
| Recommended literature |
|
| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester | |
|---|---|---|---|---|
| Faculty: Faculty of Arts | Study plan (Version): Italian Language and Culture (2021) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2019) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2023) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Vietnamese for Professionals (2024) | Category: Philological sciences | - | Recommended year of study:-, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2023) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): - (2024) | Category: Philological sciences | - | Recommended year of study:-, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): - (2024) | Category: Philological sciences | - | Recommended year of study:-, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2019) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Italian Language and Culture (2021) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2023) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Italian Language and Culture (2020) | Category: Philological sciences | 1 | Recommended year of study:1, Recommended semester: Summer |
| Faculty: Faculty of Arts | Study plan (Version): Economic and Managerial Studies (2019) | Category: Economy | 2 | Recommended year of study:2, Recommended semester: Summer |