116-0300/05 – Marketing (MG)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	doc. Ing. Šárka Velčovská, Ph.D.	Subject version guarantor	Ing. Kamila Poláková, Ph.D.
Study level	undergraduate or graduate
		Study language	Czech
Year of introduction	2008/2009	Year of cancellation	2009/2010
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
BAL118	Ing. Lenka Ballasová
GAB0001	Ing. Lenka Gabrielová
KRB005	Ing. Petra Klapilová Krbová, Ph.D.
MAR35	Ing. Milada Marhounová, Ph.D.
OPL001	Ing. Anna Oplatková, Ph.D.
OST30	Ing. Jana Ostrožná, Ph.D.
POL31	Ing. Kamila Poláková, Ph.D.
SVO50	Dr.Ing. Hana Svobodová
VEL21	doc. Ing. Šárka Velčovská, Ph.D.
SIW009	Ing. Markéta Zajarošová, Ph.D.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Credit and Examination	2+2

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.

Way of continuous check of knowledge in the course of semester

Vypracovní seminární práce dle zadané tématiky. Aktivní účast na cvičeních s průběžným řešením marketingových problémů. Předmět zakončen zkouškou.

E-learning

Other requirements

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Trh jako východisko marketingu 2. Marketingové prostředí 3. Informační zabezpečení marketingu 4. Segmentace trhu, marketingový mix 5. Produkt jako prvek marketingového mixu 6. Cyklus tržní životnosti produktu (Product Life Cycle - PLC) 7. Cena jako prvek marketingového mixu 8. Distribuce jako prvek marketingového mixu 9. Distribuční systémy a distribuční politika 10. Marketingová komunikace jako prvek marketingového mixu 11. Strategie a řízení marketingové komunikace 12. Strategie marketingového mixu 13. Marketingové řízení v praxi

Conditions for subject completion

Full-time form (validity from: 2009/2010 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Exercises evaluation and Examination	Credit and Examination	100 (100)	51
Exercises evaluation	Credit	30	20	2
Examination	Examination	70	31	3

Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic year	Programme	Branch/spec.	Spec.	Zaměření	Form	Study language	Tut. centre	Year	W	S	Type of duty

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

Předmět neobsahuje žádné hodnocení.