116-0338/01 – Principles of Marketing (MG)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | doc. Ing. Šárka Velčovská, Ph.D. | Subject version guarantor | doc. Ing. Šárka Velčovská, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 1 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2013/2014 | Year of cancellation | 2020/2021 |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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
Lectures
Tutorials
Summary
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
One credit tests during the semester, seminar task's processing and presentation, solution of creative tasks.
Prerequisities
Subject has no prerequisities.
Co-requisities
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
Occurrence in special blocks
Assessment of instruction