116-0500/04 – Marketing (POM)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| Subject guarantor | doc. Ing. Šárka Velčovská, Ph.D. | Subject version guarantor | doc. Ing. Šárka Velčovská, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 1 | Semester | summer |
| | Study language | English |
| Year of introduction | 2015/2016 | Year of cancellation | |
| 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:
Additional study materials
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction