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Terminated in academic year 2020/2021

Principles of Marketing

Type of study Bachelor
Language of instruction Czech
Code 116-0338/01
Abbreviation MG
Course title Principles of Marketing
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.

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.

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.

Advised 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 .


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