ARMSTRONG, Garry and KOTLER, Philip, 2022. Marketing: An Introduction. 15th ed. Harlow: Pearson. ISBN 9780137476459 .
KOTLER, Philip and ARMSTRONG, Gary. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. ISBN 9781292341132 .
PRIDE, William M. and FERRELL, O. C. Foundations of Marketing. 9th ed. Boston: Cengage Learning, 2021. ISBN 978-0357129463.
Marketing
| Language of instruction | angličtina |
|---|---|
| Code | 116-0500 |
| Abbreviation | POM |
| Course title | Marketing |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | doc. Ing. Šárka Velčovská, Ph.D. |
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
Advised literature
GREWAL, Dhruv and LEVY, Michael. Marketing. 8th ed. New York: McGraw-Hill, 2021. ISBN 978-1260717433.
PERREAULT, William; CANNON, Joseph and McCARTHY, E. Jerome. Essentials of Marketing. 17th ed. New York: McGraw-Hill, 2020. ISBN 978-1264024063 .
SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. ISBN 978-0-1955-9029-6 .
PERREAULT, William; CANNON, Joseph and McCARTHY, E. Jerome. Essentials of Marketing. 17th ed. New York: McGraw-Hill, 2020. ISBN 978-1264024063 .
SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. ISBN 978-0-1955-9029-6 .