Course syllabus E15-0168-B - Marketing (FEM - SS 2019/2020)

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University: Slovak University of Agriculture in Nitra
Faculty: Faculty of Economics and Management
Course unit code: E15-0168-B
Course unit title: Marketing
Planned types, learning activities and teaching methods:
lecture2 hours weekly / 26 hours per semester of study (on-site method)
26 hours per semester of study (combined method)
seminar2 hours weekly / 26 hours per semester of study (on-site method)
26 hours per semester of study (combined method)

Credits: 6
Semester: Accounting - bachelor (required), 4. semester
Business Economics - bachelor (required), 4. semester
Business Management - bachelor (required), 4. semester
Environmental Economics and Management - bachelor (required), 4. semester
International Business with Agrarian Commodities - bachelor (required), 4. semester
International Business with Agrarian Commodities - bachelor (required), 4. semester
International Business with Agrarian Commodities - bachelor (required), 4. semester
Quantitative Methods in Economics - bachelor (required), 4. semester
Trade Entrepreneurship - bachelor (required), 2. semester
Level of study: 1., 2.
Prerequisites for registration: none
Assesment methods :
During the semester will be required the participation on lectures by 5 points, one written test by 15 points, presentation of the seminary work by 20 points and the final written exam by 60 points. To obtain A mark will be needed to obtain at least 93 points, for the evaluation of B mark at least 86 points, C mark at least 79 points, for the evaluation of D mark at least 72 points and for the evaluation of E mark at least 64 points.
Learning outcomes of the course unit:
Students will acquire the necessary theoretical knowledge and practical experience in the basics of marketing - marketing concepts and philosophy, market segmentation and target markets, understand and learn how to apply practical tools of marketing mix - product, price, distribution and communication mix, understand the necessity of the existence and use of MIS and marketing research, learn how to form a marketing strategy and develop a marketing plan, understand the importance of control, actively apply marketing at the enterprise level, know and actively use new trends in marketing with a focus on neuromarketing.
Course contents:
Studying of the subject provides basic knowledge of marketing theory with emphasis on the use of instruments of product, price, distribution and communication policy, addressing issues of MIS and marketing research, creation of marketing strategy, marketing planning and control, as well as new trends in marketing, the practical application of neuromarketing and organization of marketing activities of an enterprise.
Recommended or required reading:
Basic:
NAGYOVÁ, Ľ. -- HORSKÁ, E. -- KRETTER, A. -- KUBICOVÁ, Ľ. -- KOŠIČIAROVÁ, I. -- RÉCKY, R. -- BERČÍK, J. -- HOLIENČINOVÁ, M. Marketing. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2014. 460 p. ISBN 978-80-552-1269-2.

Recommended:
Keller, Kevin L. 2007. Strategické řízení značky, Praha: Grada Publishing. 2007. 800 s. ISBN 978-80-247-1481-3
Kita, J. a kol. 2017. Marketing. Wolters Kluwer. 2017. 424 s. ISBN: 978-80-8168-550-7.
Kolektív autorov. 2014. Online marketing. Computer Press. 2014. 216 s. ISBN 978-80-251-4155-7.
Kotler, P. – Wong, V. – Saunders, J. – Armstrong, G. 2007. Moderní marketing. 4. eur. vyd. Praha:Grada Publishing, a. s. 2007, 1048 s. ISBN 978-80-247-1545-2
Kotler, P. a kol. 2007. Marketing v pohybu. Praha: Management Press. 2007. 224 s. ISBN 978-80-7261-161-4
Kotler, P. a kol. 2007. Moderní marketing. 4. eur. vyd. Praha:Grada. 2007. 1041 s. ISBN 978-80-247-1545-2
Kotler, P.- Armstrong, G. 2009. Marketing. 6. Vyd.. Praha: Grada Publishing. a.s. 2009. 856 s. ISBN 80-247-0513-3
Kotler, P.- Keller, K. 2012. Marketing Management. 14th Edition. NY: Prenctice Hall. 2012. 816 p. ISBN: 0132102927
Oreský, M. a kol. 2016. Aplikovaný marketing. Wolters Kluwer. 2016. 352 s. ISBN 978-80-8168-382-4.

Language of instruction: Slovak, English
Notes:
Evaluation of course unit:
Assessed students in total: 1296

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33,4 %19,4 %21,9 %13,9 %10,3 %1,1 %
Name of lecturer(s): Dr.h.c. prof. Dr. Ing. Elena Horská (examiner, instructor, lecturer)
Ing. Zdenka Kádeková, PhD. (examiner, instructor)
doc. Ing. Ľubica Kubicová, PhD. (examiner, instructor, lecturer)
prof. Ing. Ľudmila Nagyová, PhD. (examiner, lecturer, person responsible for course)
Ing. Roman Récky, PhD. (instructor)
Last modification: 22. 10. 2018
Supervisor: prof. Ing. Ľudmila Nagyová, PhD. and programme supervisor


Last modification made by Iveta Kunová on 10/22/2018.

Type of output: