116-0500/01 – Marketing (POM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantorIng. Markéta Zajarošová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageEnglish
Year of introduction1999/2000Year of cancellation2017/2018
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
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



The course provides a systematic, comprehensive and current view of individual areas of marketing. The aim of the course is to introduce students to marketing philosophy, to acquaint them with basic concepts, principles and marketing concepts and to bring closer the content of individual marketing components. After completing the course, students should be able to apply their knowledge on basic practical problems and use the acquired knowledge in other related courses.

Compulsory literature:

KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 17th ed. Harlow: Pearson, 2018. 736 p. ISBN 978-0-134-49251-3. KOTLER, Philip and Kevin L. KELLER. Marketing Management. 15th ed. Chicago: Pearson, 2015. 716 p. ISBN 978-12-920-9273-7. PETER,J. Paul and James H. DONELLY. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598.

Recommended literature:

DIBB, S., L. SIMKIN, W. M. PRIDE and O. C. FERRELL. Marketing: Concepts and Strategies. 7th ed. Andover: Cengage Learning, 2016. 796 s. ISBN 978-1-4737-2512-6. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575. SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. 834 p. ISBN 978-0-1955-9029-6.

Way of continuous check of knowledge in the course of semester


Other requirements

Final project, case studies and two credit tests.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. The Market as a Basis of Marketing, Marketing Management Philosophies. 2. Marketing Environment. 3. Consumer Behavior. 4. Marketing Information System. 5. Marketing Research. 6. Marketing Segmentation, Targeting and Positioning. 7. Introduction to the Marketing mix, Product as an Element of Marketing mix. 8. Development of New Product and Market Life Cycle of the Product. 9. Price as an Element of Marketing mix. 10. Pricing Strategies. 11. Distribution as an Element of Marketing mix. 12. Marketing Communications as an Element of Marketing mix. 13. Marketing Communication mix. 14. Types of Marketing and New Trends.

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester, validity until: 2011/2012 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  20
        Examination Examination 70  51
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2011/2012 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 1 Compulsory study plan
2010/2011 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 1 Compulsory study plan
2009/2010 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 1 Compulsory study plan
2007/2008 (B6202) Economic Policy and Administration (6202R010) Finance (01) Finance P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner