116-0500/02 – Marketing (POM)
Gurantor department | Department of Marketing and Business | Credits | 6 |
Subject guarantor | doc. Ing. Šárka Velčovská, Ph.D. | Subject version guarantor | Ing. Markéta Zajarošová, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 1 | Semester | summer |
| | Study language | English |
Year of introduction | 2012/2013 | 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
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.