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Terminated in academic year 2020/2021

Marketing

Type of study Bachelor
Language of instruction English
Code 116-0500/02
Abbreviation POM
Course title Marketing
Credits 6
Coordinating department Department of Marketing and Business
Course coordinator 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. 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 .


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