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
Study languageEnglish
Year of introduction2015/2016Year 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



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

Prezentace projektu, absolvování zápočtového testu a účast na cvičeních v rozsahu minimálně 60 %. Předmět je ukončen písemnou zkouškou.


Další požadavky na studenta

Presentation of the project, completion of the credit test and participation in seminars at least 60 %. The course is concluded with a written exam.


Subject has no prerequisities.


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 points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  20
        Examination Examination 70  30
Mandatory attendence parzicipation:

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Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner