116-0500/02 – Marketing (POM)

Gurantor departmentDepartment of Marketing and BusinessCredits6
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantorIng. Markéta Zajarošová, Ph.D.
Study levelundergraduate or graduate
Study languageEnglish
Year of introduction2012/2013Year of cancellation
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

Lectures
Tutorials

Summary

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:

DONELLY, H. James and Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598. KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 15th ed. Harlow: Pearson, 2014. 716 p. ISBN 978-0-273-78699-3. KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 14th ed. London: Pearson, 2011. 816 p. ISBN 978-0132102926.

Recommended literature:

BEST, J. Roger. Market – Based Management. 6th ed. New Jersey: Prentice Hall, 2012. 576 p. ISBN 978-01-3284816-9. 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.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Final project, case studies and two credit tests.

Prerequisities

Subject has no prerequisities.

Co-requisities

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: 2012/2013 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  30
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2017/2018 (B6208) Economics and Management (6208R174) European Business Studies P English Ostrava 1 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R174) European Business Studies P English Ostrava 1 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 1 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 1 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Incoming students 2013/2014 Full-time Czech Choice-compulsory 163 - International Office stu. block
Incoming Students 2012/2013 Full-time Czech Choice-compulsory 163 - International Office stu. block