Subject description - AD1M16MAR

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AD1M16MAR Marketing
Roles:P, V Extent of teaching:14+6s
Department:13116 Language of teaching:CS
Guarantors:  Completion:Z,ZK
Lecturers:  Credits:5
Tutors:  Semester:Z


The role and functions of the marketing management. Marketing research and marketing information system. Concepts of marketing strategy. The use of product life cycle and portfolio. Marketing-mix. Product and service policy, pricing and contractation policy, communication, distribution. Controlling and audit.

Course outlines:

1. Management and marketing
2. The marketing concept of the management in the firm
3. Marketing research
4. The behaviour of demand side and the market segmentation
5. Analisis of portfolio and product life cycle
6. The strategy product/market
7. Product, assortment and service policy
8. Innovation, differentiation, variation
9. Contractation policy, pricing
10. Communication policy - publicity, advertising etc.
11. The choice of distribution channels and sales
12. The choice of marketing strategies
13. Marketing-mix
14. The role and organisation of marketing in the firm

Exercises outline:

1. Managerial circle, management tools
2. Management concept, marketing concept
3. Marketing research - forms and methods
4. The choice of research methods
5. Inquiring, results evaluation
6. Strength/weakness analysis
7. The product life cycle
8. Product portfolio
9. The firm`s assortment policy
10. Pricing
11. The choice of advertising media
12. Marketing strategy, marketing-mix
13. Final test
14. Evaluation, credit


1. Kotler, P.: Marketing Management. Prentice-Hall Inc. 2010
2. Randall, G.: Principles of Marketing, Thomson Learning 2001




Subject is included into these academic programs:

Program Branch Role Recommended semester
MKKME1 Wireless Communication V 1
MKKME5 Systems of Communication V 1
MKKME4 Networks of Electronic Communication V 1
MKKME3 Electronics V 1
MKKME2 Multimedia Technology V 1
MKOI1 Artificial Intelligence V 1
MKOI5 Software Engineering V 1
MKOI4 Computer Graphics and Interaction V 1
MKOI3 Computer Vision and Image Processing V 1
MKOI2 Computer Engineering V 1
MKEEM5 Economy and Management of Electrical Engineering P 1
MKEEM4 Economy and Management of Power Engineering P 1
MKKYR4 Aerospace Systems V 1
MKKYR1 Robotics V 1
MKKYR3 Systems and Control V 1
MKKYR2 Sensors and Instrumentation V 1

Page updated 4.8.2020 17:51:40, semester: Z,L/2020-1, L/2019-20, Send comments about the content to the Administrators of the Academic Programs Proposal and Realization: I. Halaška (K336), J. Novák (K336)