116-0338/01 – Principles of Marketing (MG)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2013/2014Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, Ph.D.
CHO0006 doc. Ing. Miloslava Chovancová
HLU40 Ing. Miluše Hluchníková, CSc.
VAL401 Ing. Jana Hodulová, Ph.D.
KAU40 doc. Ing. Lenka Kauerová, CSc.
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
PAW031 Ing. Pavlína Kozáková, Ph.D.
SKO0037 Ing. Adam Skovajsa
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
SIW009 Ing. Markéta Zajarošová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

1. Develop and explain a basic overview of marketing concepts. 2. Classify the development phase of business philosophy. 3. Create a marketing environment analysis. 4. Categorize types of marketing research. 5. Design programs of marketing mix.

Teaching methods



Within the course students are introduced to the basic concepts and categories of marketing in terms of developed economies. The aim of the course is professionally and practically acquaints the students with the basic concepts of marketing theory, marketing historical development, marketing environment, marketing information system, customer segmentation and selecting target markets. The main emphasis is placed on the strategies and the main tools of marketing mix.

Compulsory literature:

KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 14th ed. New Jersey: Pearson Prentice Hall, 2011. 637 pp. ISBN 978-0-13-216712-3. TANNER, Jeff and Mary A. RAYMOND. Principles of Marketing. New York: Flat World Knowledge, 2010. ISBN 978-0982361825. KERIN, R., HARTLEY, S. a W. RUDELLIUS. Marketing. New York: McGraw Hill, 2012. 800 pp. ISBN 978-0078028892.

Recommended literature:

BEST, J. Roger. Market – Based Management. 6th edition. New Yersey: Prentice Hall, 2012. ISBN 978-01-3284816-9. DONELLY, H. James a Paul, J. PETER Marketing Management. Knowledge and Skills. 11th edition. London: McGraw Hill, 2013. 816 s. ISBN 978-0-077558598. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010. ISBN 978-0-273-70683-0.

Way of continuous check of knowledge in the course of semester


Další požadavky na studenta

One credit tests during the semester, seminar task's processing and presentation, solution of creative tasks.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Market as the Basis of Marketing. 2. Marketing Environment. 3. Consumer behavior. 4. Marketing Information system. 5. Market Segmentation, Marketing Mix. 6. Product as a Marketing Mix Element. 7. Product Life Cycle (PLC). 8. Distribution as a Marketing Mix Element. 9. Distribution Systems and Distribution Policy. 10. Price as a Marketing Mix Element. 11. Pricing strategies. 12. Marketing Communication as a Marketing Mix Element. 13. Marketing Communication Strategies. 14. Marketing Mix Strategies.

Conditions for subject completion

Conditions for completion are defined only for particular subject version and form of study

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2014/2015 (B6208) Economics and Management P Czech Ostrava 1 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration P Czech Ostrava 1 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration P Czech Uherské Hradiště 1 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration (7202R020) Economics Journalism P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Subject block without study plan - EKF - P - cs 2015/2016 Full-time Czech Optional EKF - Faculty of Economics stu. block