545-0235/06 – Marketing (MARKE)

Gurantor departmentDepartment of Economics and Control SystemsCredits5
Subject guarantorprof. Ing. Jaroslav Dvořáček, CSc.Subject version guarantorprof. Ing. Jaroslav Dvořáček, CSc.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2006/2007Year of cancellation2008/2009
Intended for the facultiesHGFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
ROL74 Ing. Markéta Laštůvková, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Combined Credit and Examination 12+0

Subject aims expressed by acquired skills and competences

The objective of the subject is to understand the basic terms in the field of Marketing. The students obtain theoretical and expert knowledge in the field of marketing.

Teaching methods

Project work


The objective of the subject is to understand to the basic terms of marketing, as it is marketing research, marketing mix, product, distribution, price and costs, advertising, market segmentation.

Compulsory literature:

KOTLER, Philip. Marketing, management. 12. ed. Prentice-Hall, 2006. 816 pp. 0-13-145757-8.

Recommended literature:

AAKER, D. A., V. KUMAR and G. S. DAY. Marketing Research. 8th ed. Hoboken: John Wiley & Sons, 2003. 792 p. ISBN 978-0471230571.

Way of continuous check of knowledge in the course of semester

Regular feedback on the progress of knowledge during the current term is provided by semester projects and knowledge checks.


Další požadavky na studenta


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Marketing and his historical evolution, fundamental terms, system of marketing. 2. Market: demand and supply, market equilibrium. Demand elasticity and its meaning in marketing. 3. Marketing information: marketing information system, marketing research. 4. Product life cycle, product mix 5. Market segmentation. 6. Product: classification of products, consumer`s market, buyer behaviour, industrial market, decision on industrial market, characterization of industrial demand, services. 7. Distribution: distribution of consumer-goods and industrial goods, distribution on retail trade and in wholesale. 8. Prices: pricing decision, determination of price on a costs basis, determination of price on a demand basis, determination of price on a competition basis, factors influencing determination of price, regulation of prices, price adjustment 9. Marketing communications mix: advertising, rada pro reklamu, ethical code of advertising, sales promotion, personal selling. 10. Market potential. Forecasting in marketing. 11. Organization of marketing activity. 12. Strategic marketing.

Conditions for subject completion

Combined form (validity from: 1960/1961 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 33 (33) 0
                Project Project 33  0
        Examination Examination 67 (67) 0
                Written examination Written examination 40  0
                Oral Oral examination 27  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2007/2008 (B2102) Mineral Raw Materials (2102R003) Commerce Engineering in Raw Materials Treatment Industry K Czech Ostrava 3 Choice-compulsory study plan
2006/2007 (B2102) Mineral Raw Materials (2102R003) Commerce Engineering in Raw Materials Treatment Industry K Czech Ostrava 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner