MAE01 Marketing

University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
zima 2021
Rozsah
2/2/0. 4 kr. Ukončení: zk.
Vyučující
doc. Ing. Dagmar Jakubíková, Ph.D. (přednášející)
Ing. Darina Svobodová (přednášející)
Ing. Darina Svobodová (cvičící)
Garance
doc. Ing. Dagmar Jakubíková, Ph.D.
Katedra marketingu – University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
Předpoklady
The student can explain the marketing exchange process; describe in detail the phases of the marketing management process; analyze the company environment, its portfolio and the purchasing process; identify target markets; based on the analysis and selection of the target market to develop a marketing mix.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Cíle předmětu
Objective of this subject to introduce marketing as discipline, define it and explain its importance in the business environment. Furthermore to apply and differentiate marketing strategies and principles in hospitality industry with special attention to the hotel marketing.
By taking this subject student should be equipped with solid foundation of marketing strategies, principles, definitions and its applications in hospitality industry.
Výstupy z učení
Students will acquire basic knowledge about marketing, marketing concepts, individual phases of marketing management, importance of company environment analysis and prediction of its development, marketing information system and its components, consumer and organization buying process, target market selection process, marketing mix.
Osnova
  • 1. Introduction to Marketing, basic terms definition
  • 2. Marketing and its concepts, its historical development (Business concepts historical development)
  • 3. The hospitality industry (Service industry) and its specifics. Application of Marketing in the hospitality and the tourism industry and non-profit organizations
  • 4. Marketing management, its principles, and specifics.
  • 5. The Marketing Environment, its analysis. Predictions of Marketing environment development
  • 6. Marketing Information System, Internal Reports (Records) system, Marketing Research System - Research methods and techniques
  • 7. Selection of target markets and their processes - Market Segmentation, Targeting, and Positioning
  • 8. Consumers and organizations buying decisions process
  • 9. Marketing mix from different points of view (Supply and demand), individual tools of the marketing mix
  • 10. Tools of the marketing mix from the Supply point of view - product, place, price
  • 11. Tools of the marketing mix from the Supply point of view - promotion, people, packages, programming, partnership, processes
  • 12. Tools of the marketing mix from the Demand point of view - customer value, cost to the customer, convenience, communication
  • 13. The role of the marketing department in a business
Literatura
    povinná literatura
  • Scott, M.D. The New Rules of Marketing & PR: How to use social media, Online video, Mobile Applications, Blogs, New releases and Viral Marketing to Reach Buyers Directly. John Wiley & Sons, 2013, USA. ISBN 9781118711071
    doporučená literatura
  • Pulizzi, J. Review Epic Content Marketing: How to tell a Different Story, Break Through the Clutter, and Win more Customers by Marketing Less. McGraw Hill Professional, USA, 2013. ISBN 9780071819916
  • Atkin, D. The Culting of Brands: When customers become true believers. Portfolio, 2004, USA. ISBN 9781591840275
  • BOVIE, D a F BUTTLE. Hospitality Marketing. Principles and Practice. 2 vyd. Oxford: Elsevier, 2011, 434 s. info
  • REID, R D a D C BOJANIC. Hospitality Marketing Management. 5 vyd. Hoboken: John Wiley and Sons, 2010, 656 s. ISBN 978-0-470-08858-6. info
  • KOTLER, P R a J T Makens J BOWEN. Marketing for hospitality and tourism. Upper Saddle River: Prentice Hall, 2006, 960 s. info
Výukové metody
Scope of weekly instruction 2 x lectures + 2 x seminars, individual and group projects and presentations on a weekly basis, Case studies, class discussion, reading.
Metody hodnocení
Completion of the course: 1. CREDIT: Group project 50% + participation in seminars and lectures 50%. Mid-term test 1-5 Weeks 16.11.2021 Group project presentation 21 + 22.12.2021 (15.12. 16:00 on the IS) Strictly maximum of 3 absences in seminars or lectures allowed. Zero tolerance for lateness in the seminars. Minimum 75% attendance required. 2. ORAL EXAM 17+18.01. 2022 (joined for Marketing and Managing Catering operation subjects) Oral exam 50% Group or Individual project 40% Required reading 10%
Vyučovací jazyk
Angličtina
Informace učitele
NO CLASS ON THE FOLLOWING DATES: Tuesdays and Wednesdays: 9 + 10.11. (Mid-term break), 28.09. + 17.11 (Bank holidays) IMPORTANT DATES 16.11.2021 Mid-term test, weeks 1-5 15.12. 16:00 Marketing plans deadline on the IS 21 + 22.12. 2021 Semestral group work presentations 17+18.01.2022 Oral exam (joined for Marketing and Managing Catering operation subjects) 10 teaching weeks in total + Group work presentations + Excursion instead of 04+05.01 2022
Další komentáře
Poznámka k ukončení předmětu: z | zk
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2011, léto 2012, zima 2012, léto 2013, zima 2013, zima 2014, zima 2015, zima 2016, zima 2017, léto 2018, zima 2018, zima 2019, zima 2020, zima 2022, zima 2023, zima 2024.