Subject description - AE1M16MAR

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AE1M16MAR Marketing
Roles:P, V Extent of teaching:2+2s
Department:13116 Language of teaching:EN
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
MEKME1 Wireless Communication V 1
MEKME5 Systems of Communication V 1
MEKME4 Networks of Electronic Communication V 1
MEKME3 Electronics V 1
MEKME2 Multimedia Technology V 1
MEEEM4 Economy and Management of Power Engineering P 1
MEEEM5 Economy and Management of Electrical Engineering P 1
MEOI1 Artificial Intelligence V 1
MEOI5NEW Software Engineering V 1
MEOI5 Software Engineering V 1
MEOI4 Computer Graphics and Interaction V 1
MEOI3 Computer Vision and Image Processing V 1
MEOI2 Computer Engineering V 1
MEKYR4 Aerospace Systems V 1
MEKYR1 Robotics V 1
MEKYR3 Systems and Control V 1
MEKYR2 Sensors and Instrumentation V 1

Page updated 21.9.2020 12:52:09, semester: Z,L/2020-1, L/2019-20, Z/2021-2, Send comments about the content to the Administrators of the Academic Programs Proposal and Realization: I. Halaška (K336), J. Novák (K336)