DDMZ202 Marketing I, II

Theatre Faculty
Winter 2014
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
doc. Mgr. Jan Kolegar
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Prerequisites
EVER( DDML202 Marketing I, II )
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
  • Marketing obecně. info
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing. ISBN: 80-247-0513-3. info
  • Jakubíková, D.: Strategický marketing. Praha: Grada Publishing. ISBN: 978-80-247-2690-8. info
  • Specifická témata z marketingu. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Chlebovský, V.: CRM Řízení vztahů se zákazníky. Brno: Computer Press. ISBN: 80-251-0798-1. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Keller, K. L.: Strategické řízení značky. Praha: Grada Publishing. ISBN: 978-80-247-1481-3. info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Blažková, M.: Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada Publishing. ISBN: 978-80-247-1535-3. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Reklama, Public relations, Direkt marketing ad... info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • Internetové odkazy. info
  • www.marketingovenoviny.cz. info
  • www.intuitivnimarketing.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on course enrolment limitations: Pro úspěšný zápis předmětu si zaregistrujte též odpovídající předmět v letním semestru (podle předpokladu "EVER")
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2014, recent)
  • Permalink: https://is.jamu.cz/course/difa/winter2014/DDMZ202