116-0500/03 – 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 graduate
Study languageEnglish
Year of introduction2014/2015Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher 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 studyWay 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

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

Full-time form (validity from: 2014/2015 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Examination Examination 100  51
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
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