Terminated in academic year 2025/2026
Marketing
| Type of study | Bachelor |
|---|---|
| Language of instruction | English |
| Code | 116-0500/03 |
| Abbreviation | POM |
| Course title | Marketing |
| Credits | 5 |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | doc. Ing. Šárka Velčovská, 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.
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.
E-learning
Literature
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.
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.
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 .