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STUDY PLANS

Consumer-Oriented Marketing

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Course unit code:
305MOS
Course unit title:
Consumer-Oriented Marketing
Mode of delivery:
zkouška
Range:
2/T
Type of course unit:
Study plan Animovaná tvorba - bakalář – optional subject
Study plan Dokumentární tvorba - magistr – optional subject
Study plan Dokumentární tvorba - bakalář – optional subject
Study plan Animovaná tvorba - magistr – optional subject
Study plan Scenáristika a dramaturgie - bakalář – optional subject
Study plan Scenáristika a dramaturgie - magistr – optional subject
Study plan Režie - bakalář – optional subject
Study plan Režie - magistr – optional subject
Study plan Kamera - bakalář – optional subject
Study plan Kamera - magistr – optional subject
Study plan Produkce - bakalář – optional subject
Study plan Produkce - magistr – optional subject
Study plan Audiovizuální studia - bakalář – optional subject
Study plan Střihová skladba - bakalář – optional subject
Study plan Střihová skladba - magistr – optional subject
Study plan Zvuková tvorba - bakalář – optional subject
Study plan Zvuková tvorba - magistr – optional subject
Study plan Fotografie CZ - bakalář – optional subject
Study plan Fotografie CZ - magistr – optional subject
Study plan Audiovizuální studia - magistr – optional subject
Study plan Fotografie CZ - magistr: restaurování – optional subject
Level of course unit:
Year of study
předmět nemá určen ročník studia
Semester when the course unit is delivered
zimní
Number of ECTS credits allocated:
2
Garant předmětu:
Ivan TOMEK
Name of lecturer(s):
Ivan TOMEK
Study Objectives:

Naučit studenty chápat základní principy marketingového uvažování od vytváření nového produktu po jeho uvedení na trh a řízení produktu / značky. Vyložíme základní analýzu okolního prostředí , vnitřních a vnějších faktorů, cílových skupina segmentace, pojem marketingového mixu a marketingového plánu. Jednotlivá „P“ marketingového mixu a jejich smysl v životním cyklu produktu. Specifika filmové a televizní produkce se objevují zejména v oblasti cenové tvorby a v marketingu umění, neziskovém marketingu a marketingu veřejnoprávních medií.

Mode of delivery:

Lectures and discussions with students over current marketing events beyond regular media marketing information. Hospodarske Noviny and TV are particularly used. Some screenings and instructor powerpoint presentations are used in lecture.

Prerequisites and co-requisites:

Basic bearing in supply and demand theory. Knowledge of basic economic concepts. Desire to forget some myths.

Recommended optional programme components
Course contents:

1) What is marketing? What are the needs of the customer (particularly the distinctive functional, emotional and statutory needs)? Consumer behaviour (the decision process in selecting a product.).

2) Concept of target group, target group segmentation, purpose and segmentation procedures used in the Czech Republic (direct, life cycle, life style)

3) Concept of product distribution. Classical forms through retail chains and one's brand for the producers distribution role. Direct sales and the role of the internet.

4) Concept of the marketing mix. Various concepts but one basic.

5) Merchandise - Product - Service. The role of the brand. Global and local brands. Examples of brand communications in the Czech Republic.

6) Concept of image, What is it? Product and Company image. Concept of positioning. What is its purpose and who works with it. (Ex: Fernet Stock * Becherovka)

7) Investigating and using marketing opportunities

- creating a new product, how to present it, how to check it.

- how to create the product and put it into distribution

- feedback

8) Investment in Customer Relationship Management, applicable processes

9) Public relations investment

10) Market research investment and working with the information acquired.

11) Marketing communications.

Study materials:

Philip Kotler, Marketing, libovolné vydání Grada po roce 1995

Philip Kotler, Marketing Management, libovolné vydání Grada

Dušan Pavlů, Efektivní marketingová komunikace, Grada

Gustav Tomek, Věra Vávrová, Výrobek a jeho úspěch na trhu, Grada

Kjell, A. Nodrström, Jonas Ridderstale : Funky Business, Grada 2005

Časopisy Marketing & Media, Strategie, Trend marketing

Planned learning activities and teaching methods
Assessment methods and criteria

Assessed is the understanding of issues. In the exam the student will be placed in a situation in which a marketing task must be resolved. In the resolving of the problem judged will be, how much marketing considerations will be used and basic principles understood. No definitions are required. Part of the assessment is the participation of the student during lectures.

Language of instruction:
Czech
Work placement(s):
Pracovní stáž není u tohoto předmětu zavedena.
Course web page:
Note:
Further information:
This course is an elective for all AMU students
Schedule for winter semester 2011/2012:
06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue
Fri
Thu
místnost 308
Učebna 5

(Lažanský palác)
TOMEK I.
14:00–15:35
(paralelka 1)
Fri
Datum Den Čas Tutor Místo Notes Č. paralelky
Thu 14:00–15:35 TOMEK I. Učebna 5
Lažanský palác
paralelka 1
Schedule for summer semester 2011/2012:
The schedule has not yet been prepared
The subject is a part of the following study plans:
Generated on 2012-6-25
Updates of the above given information can be found on http://studijniplany.amu.cz/en/predmet305MOS.html