116-0500/04 – Marketing (POM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageEnglish
Year of introduction2015/2016Year 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 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:

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

Individual and team solving of graded tasks in seminars, participation in seminars to the extent of at least 60 %. 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. Market as the basis of marketing. Types of demand. Marketing management philosophies. 2. Marketing environment. Macroenvironment and microenvironment. 3. Marketing information system. Types of information. Marketing research. Research methods. 4. Consumer behavior. Sequential model. Black box model. Types of buying situation. 5. Market segmentation. Segmentation Criteria. Segmentation process. Target marketing. Positioning. 6. Introduction to marketing mix. Elements of marketing mix and their interconnection. 7. Product as an element of marketing mix. Product elements. Product labeling. Types and functions of product packaging. 8. Product Life Cycle. New Product Development. Product life stages. 9. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions. 10. Distribution strategies. Distribution systems. Vertical marketing systems. 11. Price as an element of marketing mix. Types of pricing programs (cost, market, competitive). 12. Pricing strategies. Pricing of new products. Pricing strategies for substitutes and complements. 13. Marketing communication as an element of marketing mix. Integrated marketing communication. 14. Marketing communication strategy. Marketing communication mix. Advertisement. Sales promotion.

Conditions for subject completion

Full-time form (validity from: 2015/2016 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  20
        Examination Examination 70  30 3
Mandatory attendence participation: 60%

Show history

Conditions for subject completion and attendance at the exercises within ISP: Participation is not required for ISP students. In order to receive points from sub-tasks, students must upload their individual solutions to LMS Moodle within the specified deadlines and must obtain a specified minimum number of points to obtain credit. The exam is written.

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0412A050006) Finance P English Ostrava 1 Compulsory study plan
2024/2025 (B0413A050047) Business Administration P English Ostrava 1 Compulsory study plan
2023/2024 (B0412A050006) Finance P English Ostrava 1 Compulsory study plan
2023/2024 (B0413A050047) Business Administration P English Ostrava 1 Compulsory study plan
2022/2023 (B0412A050006) Finance P English Ostrava 1 Compulsory study plan
2022/2023 (B0413A050047) Business Administration P English Ostrava 1 Compulsory study plan
2021/2022 (B0412A050006) Finance P English Ostrava 1 Compulsory study plan
2020/2021 (B0412A050006) Finance P English Ostrava 1 Compulsory study plan
2020/2021 (B6208) Economics and Management (6208R174) European Business Studies P English Ostrava 1 Compulsory study plan
2019/2020 (B6208) Economics and Management (6208R174) European Business Studies P English Ostrava 1 Compulsory study plan
2019/2020 (B0412A050006) Finance P English Ostrava 1 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R174) European Business Studies P English Ostrava 1 Compulsory study plan
2018/2019 (B6202) Economic Policy and Administration (6202R010) Finance P English Ostrava 1 Compulsory study plan
2017/2018 (B6202) Economic Policy and Administration (6202R010) Finance P English Ostrava 1 Compulsory study plan
2016/2017 (B6202) Economic Policy and Administration (6202R010) Finance P English Ostrava 1 Compulsory study plan
2015/2016 (B6202) Economic Policy and Administration (6202R010) Finance P English Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2015/2016 Summer