116-0400/02 – 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
Year1Semestersummer
Study languageCzech
Year of introduction2008/2009Year of cancellation
Intended for the facultiesEKF, HGFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
SVA213 Ing. Bc. Lenka Švajdová, Ph.D.
URM003 Ing. Jaroslav Urminský, Ph.D.
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
Part-time Credit and Examination 6+6

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.

Additional study materials

Way of continuous check of knowledge in the course of semester

Credit and examination

E-learning

Other requirements

Credit test, preparation and presentation of tasks on seminars, case studies. Written exam.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. The Market as a basis of marketing. Types of demand. Competitive business concepts. 2. Marketing environment. Macroenvironment, mid-environment and microenvironment. 3. Information support of marketing. Types of information. Marketing research. Research methods. 4. Consumer behavior. Sequential model. Black box model. Types of shopping situation. 5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning. 6. Introduction to the marketing mix. Elements of marketing mix and their interconnection. 7. Product as an element of marketing mix. Product attributes. Product branding. Types and functions of product packaging. 8. The product's life cycle. New product development. Stages of product life. 9. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions. 10. Distribution strategies. Distribution systems. Vertical marketing systems. 11. Price as an element of marketing mix. Types of pricing programs (cost, market, competitive). 12. Pricing strategies. Price determination of new products. Pricing strategies for substitutes and complements. 13. Marketing communication as an element of marketing mix. Integrated marketing communication. 14. Marketing communication strategy.Marketing communication mix. Advertisement. Sales promotion.

Conditions for subject completion

Part-time form (validity from: 2012/2013 Winter semester, validity until: 2018/2019 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  20
        Examination Examination 70  30 3
Mandatory attendence participation: 50 %

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

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0413A050012) Economics and Management (S03) Management K Czech Ostrava 1 Compulsory study plan
2024/2025 (B0413A050012) Economics and Management (S02) Business Administration K Czech Ostrava 1 Compulsory study plan
2023/2024 (B0413A050012) Economics and Management (S02) Business Administration K Czech Ostrava 1 Compulsory study plan
2023/2024 (B0413A050012) Economics and Management (S03) Management K Czech Ostrava 1 Compulsory study plan
2022/2023 (B0413A050012) Economics and Management (S02) Business Administration K Czech Ostrava 1 Compulsory study plan
2022/2023 (B0413A050012) Economics and Management (S03) Management K Czech Ostrava 1 Compulsory study plan
2021/2022 (B0413A050012) Economics and Management (S02) Business Administration K Czech Ostrava 1 Compulsory study plan
2021/2022 (B0413A050012) Economics and Management (S03) Management K Czech Ostrava 1 Compulsory study plan
2020/2021 (B0413A050012) Economics and Management (S02) Business Administration K Czech Ostrava 1 Compulsory study plan
2020/2021 (B0413A050012) Economics and Management (S03) Management K Czech Ostrava 1 Compulsory study plan
2020/2021 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2019/2020 (B0413A050012) Economics and Management (S02) Business Administration K Czech Ostrava 1 Compulsory study plan
2019/2020 (B0413A050012) Economics and Management (S03) Management K Czech Ostrava 1 Compulsory study plan
2019/2020 (B6202) Economic Policy and Administration K Czech Šumperk 1 Compulsory study plan
2019/2020 (B6202) Economic Policy and Administration K Czech Valašské Meziříčí 1 Compulsory study plan
2019/2020 (B6202) Economic Policy and Administration K Czech Ostrava 1 Compulsory study plan
2018/2019 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2018/2019 (B6202) Economic Policy and Administration K Czech Šumperk 1 Compulsory study plan
2018/2019 (B6202) Economic Policy and Administration K Czech Ostrava 1 Compulsory study plan
2018/2019 (B6202) Economic Policy and Administration K Czech Valašské Meziříčí 1 Compulsory study plan
2017/2018 (B6202) Economic Policy and Administration K Czech Valašské Meziříčí 1 Compulsory study plan
2017/2018 (B6202) Economic Policy and Administration K Czech Šumperk 1 Compulsory study plan
2017/2018 (B6202) Economic Policy and Administration K Czech Ostrava 1 Compulsory study plan
2017/2018 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2016/2017 (B6202) Economic Policy and Administration K Czech Ostrava 1 Compulsory study plan
2016/2017 (B6202) Economic Policy and Administration K Czech Valašské Meziříčí 1 Compulsory study plan
2016/2017 (B6202) Economic Policy and Administration K Czech Šumperk 1 Compulsory study plan
2016/2017 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2015/2016 (B6202) Economic Policy and Administration K Czech Ostrava 1 Compulsory study plan
2015/2016 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2015/2016 (B6202) Economic Policy and Administration K Czech Šumperk 1 Compulsory study plan
2015/2016 (B6202) Economic Policy and Administration K Czech Valašské Meziříčí 1 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration K Czech Ostrava 1 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration K Czech Šumperk 1 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2014/2015 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2014/2015 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2013/2014 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2013/2014 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2013/2014 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2013/2014 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (01) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2013/2014 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2012/2013 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (01) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2012/2013 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2012/2013 (B6208) Economics and Management K Czech Ostrava 1 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 2 Compulsory study plan
2011/2012 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (01) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2011/2012 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2011/2012 (B6202) Economic Policy and Administration (6210R004) European Integration (02) European Integration K Czech Ostrava 2 Compulsory study plan
2010/2011 (B6202) Economic Policy and Administration (6210R004) European Integration (02) European Integration K Czech Ostrava 2 Compulsory study plan
2010/2011 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (01) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2010/2011 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (01) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration K Czech Ostrava 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6210R004) European Integration (02) European Integration K Czech Ostrava 2 Compulsory study plan
2008/2009 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (01) Public Economics and Administration K Czech Šumperk 2 Compulsory study plan
2008/2009 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration K 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 - K - cs 2019/2020 Part-time Czech Optional EKF - Faculty of Economics stu. block

Assessment of instruction



2023/2024 Summer
2022/2023 Summer
2021/2022 Summer
2020/2021 Summer
2019/2020 Summer
2018/2019 Summer
2017/2018 Summer
2016/2017 Summer
2015/2016 Summer
2014/2015 Summer
2013/2014 Summer
2012/2013 Summer
2012/2013 Winter
2011/2012 Winter
2009/2010 Winter