Skip to main content
Skip header
Close

Searching

Marketing

Marketing
116-0500/01
angličtina Marketing
116-0500/02
angličtina Marketing
116-0500/03
angličtina Marketing
116-0500/04
angličtina

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.

Literature

ARMSTRONG, Gary and Gary T. ARMSTRONG. Marketing: An Introduction. 14th ed. Harlow: Pearson, 2019. 680 p. ISBN 9781292294865  .
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132 .
KOTLER, Philip, Kevin L. KELLER and Alexander CHERNEV. Marketing Management. 16th ed. Harlow: Pearson, 2021. 608 p. ISBN 978-0135887158 .

Advised literature

KERIN, Roger and Steven HARTLEY. Marketing. 15th ed. New York: McGrow Hill Education, 2020. 752 p. ISBN13: 9781260260366 .
PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. ISBN 9781260405323 .
SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. 834 p. ISBN 978-0-1955-9029-6 .


back to search page
Language of instruction angličtina, angličtina, angličtina, angličtina
Code 116-0500
Abbreviation POM
Course title Marketing
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.