116-0800/02 – Principles of Marketing (MG)

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 languageCzech
Year of introduction1999/2000Year of cancellation2020/2021
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
KAU40 doc. Ing. Lenka Kauerová, CSc.
OST30 Ing. Jana Ostrožná, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
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
Distance Credit and Examination 1+0
Lifelong Credit and Examination 1+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

Summary

Within the course students are introduced to the basic concepts and categories of marketing in terms of developed economies. The aim of the course is professionally and practically acquaints the students with the basic concepts of marketing theory, marketing historical development, marketing environment, marketing information system, customer segmentation and selecting target markets. The main emphasis is placed on the strategies and the main tools of marketing mix.

Compulsory literature:

KARLÍČEK, Miroslav a kol. Základy marketingu. 2. přepracované a rozšířené vyd. Praha: Grada, 2018. 288 s. ISBN 978-80-247-5869-5. KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132. KOTLER, Philip and Kevin L. KELLER. Marketing Management. 14 vyd. Praha: Grada, 2013. 816 s. ISBN 978-80-247-4150-5.

Recommended literature:

MOUDRÝ, Marek. Marketing: základy marketingu. Díl 1. 4. aktualizované vyd. Prostějov: Computer Media, 2018. 80 s. ISBN 978-80-7402-359-0. MOUDRÝ, Marek. Marketing: základy marketingu. Díl 2. 4. aktualizované vyd. Prostějov: Computer Media, 2018. 80 s. ISBN 978-80-7402-360-6. PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. ISBN 9781260405323.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

Two credit tests during the semester, seminar task's processing and presentation.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Market as the Basis of Marketing. 2. Marketing Environment. 3. Consumer behavior. 4. Marketing Information system. 5. Market Segmentation, Marketing Mix. 6. Product as a Marketing Mix Element. 7. Product Life Cycle (PLC). 8. Distribution as a Marketing Mix Element. 9. Distribution Systems and Distribution Policy. 10. Price as a Marketing Mix Element. 11. Pricing strategies. 12. Marketing Communication as a Marketing Mix Element. 13. Marketing Communication Strategies. 14. Marketing Mix Strategies.

Conditions for subject completion

Lifelong form (validity from: 2012/2013 Winter semester, validity until: 2020/2021 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  20
        Examination Examination 70  30 3
Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2014/2015 (B6208) Economics and Management (6208R037) Management C Czech Ostrava 1 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R020) Business Economics C Czech Ostrava 1 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 1 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 1 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava Compulsory study plan
2012/2013 (B6208) Economics and Management (6202R049) Accounting and Taxes (02) Accounting and Taxes C Czech Ostrava 1 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava Compulsory study plan
2011/2012 (B6208) Economics and Management (6202R049) Accounting and Taxes (02) Accounting and Taxes C Czech Ostrava 2 Compulsory study plan
2011/2012 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 2 Compulsory study plan
2010/2011 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2010/2011 (B6208) Economics and Management (6202R049) Accounting and Taxes (02) Accounting and Taxes C Czech Ostrava 2 Compulsory study plan
2010/2011 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 2 Compulsory study plan
2009/2010 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2009/2010 (B6208) Economics and Management (6202R049) Accounting and Taxes (02) Accounting and Taxes C Czech Ostrava 2 Compulsory study plan
2009/2010 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration C Czech Ostrava 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6202R040) Regional Development C Czech Ostrava 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (02) Public Economics and Administration C Czech Ostrava 2 Compulsory study plan
2008/2009 (B6208) Economics and Management (6202R049) Accounting and Taxes (02) Accounting and Taxes C Czech Ostrava 2 Compulsory study plan
2008/2009 (B6202) Economic Policy and Administration (6202R056) Veřejná správa C Czech Ostrava 2 Compulsory study plan
2008/2009 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2008/2009 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 2 Compulsory study plan
2007/2008 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2007/2008 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 2 Compulsory study plan
2006/2007 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2006/2007 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2005/2006 (B6202) Economic Policy and Administration (6210R004) European Integration (02) European Integration C Czech Ostrava 2 Compulsory study plan
2005/2006 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics C Czech Ostrava 2 Compulsory study plan
2005/2006 (B6208) Economics and Management (6208R037) Management (02) Management C Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2011/2012 Winter
2010/2011 Summer
2009/2010 Winter