116-0500/03 – Marketing (POM)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	doc. Ing. Šárka Velčovská, Ph.D.	Subject version guarantor	Ing. Markéta Zajarošová, Ph.D.
Study level	undergraduate or graduate
		Study language	English
Year of introduction	2014/2015	Year of cancellation
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
SVA213	Ing. Bc. Lenka Švajdová, Ph.D.
VEL21	doc. Ing. Šárka Velčovská, Ph.D.
SIW009	Ing. Markéta Zajarošová, Ph.D.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Examination	2+0

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:

ARMSTRONG, Gary and Gary T. ARMSTRONG. Marketing: An Introduction. 14th ed. Harlow: Pearson, 2019. 680 p. ISBN 9781292294865 . KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132. KOTLER, Philip, Kevin L. KELLER and Alexander CHERNEV. Marketing Management. 16th ed. Harlow: Pearson, 2021. 608 p. ISBN 978-0135887158.

Recommended literature:

KERIN, Roger and Steven HARTLEY. Marketing. 15th ed. New York: McGrow Hill Education, 2020. 752 p. ISBN13: 9781260260366. PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. ISBN 9781260405323. 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

The course ends with a written exam consisting of theoretical and application questions.

E-learning

Other requirements

There are no other requirements for the student.

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: 2014/2015 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Examination	Examination	100	51	3

Mandatory attendence participation: 60%

Show history

Conditions for subject completion and attendance at the exercises within ISP: Mandatory attendance at lectures is not required.

Show history

Valid from	Valid until	Conditions for subject completion and attendance at the exercises within ISP
Sep 23, 2022 1:51:20 PM	Feb 24, 2023 4:30:42 PM	Compulsory seminar work and its presentation, optional participation, it is necessary to obtain a minimum of points.

Occurrence in study plans

Academic year	Programme	Branch/spec.	Spec.	Zaměření	Form	Study language	Tut. centre	Year	W	S	Type of duty

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Type of block	Block owner
Incoming students- BS	2024/2025	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming students- BS	2023/2024	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming students- BS	2022/2023	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming students	2021/2022	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming students - bachelor study	2020/2021	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming students - bachelor study	2019/2020	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming students - bachelor study	2018/2019	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming Students	2017/2018	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming Students	2016/2017	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming Students	2015/2016	Full-time	English	Choice-compulsory	163 - International Office	stu. block
Incoming Students	2014/2015	Full-time	Czech	Choice-compulsory	163 - International Office	stu. block

Assessment of instruction

2022/2023 Summer