Terminated in academic year 2020/2021

Marketing

Typ studia	bakalářské
Jazyk výuky	angličtina
Kód	116-0500/02
Zkratka	POM
Název předmětu česky	Marketing
Název předmětu anglicky	Marketing
Kreditů	6
Garantující katedra	Katedra marketingu a obchodu
Garant předmětu	Ing. Markéta Zajarošová, Ph.D.

Subject syllabus

1. The Market as a Basis of Marketing, Marketing Management Philosophies.
2. Marketing Environment.
3. Consumer Behavior.
4. Marketing Information System.
5. Marketing Research.
6. Marketing Segmentation, Targeting and Positioning.
7. Introduction to the Marketing mix, Product as an Element of Marketing mix.
8. Development of New Product and Market Life Cycle of the Product.
9. Price as an Element of Marketing mix.
10. Pricing Strategies.
11. Distribution as an Element of Marketing mix.
12. Marketing Communications as an Element of Marketing mix.
13. Marketing Communication mix.
14. Types of Marketing and New Trends.

Literature

ARMSTRONG, Gary and Gary T. ARMSTRONG. Marketing: An Introduction. 14th ed. Harlow: Pearson, 2019. 680 p. .
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. .
KOTLER, Philip, Kevin L. KELLER and Alexander CHERNEV. Marketing Management. 16th ed. Harlow: Pearson, 2021. 608 p. .

Advised literature

KERIN, Roger and Steven HARTLEY. Marketing. 15th ed. New York: McGrow Hill Education, 2020. 752 p. .
PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. .
SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. 834 p. .

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