116-0300 – Marketing (MG)

Gurantor departmentDepartment of Marketing and Business
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduate
Subject version
Version codeYear of introductionYear of cancellationCredits
116-0300/01 1999/2000 5
116-0300/02 2007/2008 2009/2010 5
116-0300/03 2005/2006 2009/2010 5
116-0300/04 2006/2007 2009/2010 5
116-0300/05 2008/2009 2009/2010 5
116-0300/06 2006/2007 2009/2010 5

Subject aims expressed by acquired skills and competences

1. Understand basic marketing terminology. 2. Explain the competitive concepts. 3. Analyze the marketing environment 4. Understand the principles of consumer segmentation and consumer behaviur. 5. Explain the marketing information system and the principles of marketing research. 6. Design a marketing mix.

Teaching methods

Lectures
Tutorials

Summary

The course provides a systematic, comprehensive and up-to-date view on particular marketing areas. The aim of the course is to introduced students the marketing philosophy, basic terms, rules and concepts of marketing and explain them the content of particular components of marketing. After completing the course students should be able to apply their knowledge to solve basic practical problems and to use the acquired knowledge in other related courses.

Compulsory literature:

ARMSTRONG, Garry and Philip KOTLER. Marketing: An Introduction. 15th ed. Harlow: Pearson, 2022. 704 p. ISBN 9780137476459. GREWAL, Dhruv and Michael LEVY. Marketing. 8th ed. New York: McGraw Hill, 2021. 736 p. ISBN ‎ 978-1260717433. KOTLER, Philip, Kevin KELLER, Mairead BRADY, Malcolm GOODMAN and Torben HANSEN. Marketing Management. 4th European ed. Harlow: Pearson, 2019. 840 p. ISBN‎ 978-1292248448.

Recommended literature:

KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132. PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 17th ed. New York: McGrow Hill, 2020. 800 p. ISBN 978-1264024063. PRIDE, William M. and O. C. FERRELL. Foundations of Marketing. 9th ed. Boston: Cengage Learning, 2021. 592 p. ISBN ‎ 978-0357129463.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.