Marketing
| Type of study | Bachelor |
|---|---|
| Language of instruction | English |
| Code | 116-0500/04 |
| 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. Market as the basis of marketing. Types of demand. Marketing management philosophies.
2. Marketing environment. Macroenvironment and microenvironment.
3. Marketing information system. Types of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of buying situation.
5. Market segmentation. Segmentation Criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to marketing mix. Elements of marketing mix and their interconnection.
7. Product as an element of marketing mix. Product elements. Product labeling. Types and functions of product packaging.
8. Product Life Cycle. New Product Development. Product life stages.
9. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
10. Distribution strategies. Distribution systems. Vertical marketing systems.
11. Price as an element of marketing mix. Types of pricing programs (cost, market, competitive).
12. Pricing strategies. Pricing of new products. Pricing strategies for substitutes and complements.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Advertisement. Sales promotion.
2. Marketing environment. Macroenvironment and microenvironment.
3. Marketing information system. Types of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of buying situation.
5. Market segmentation. Segmentation Criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to marketing mix. Elements of marketing mix and their interconnection.
7. Product as an element of marketing mix. Product elements. Product labeling. Types and functions of product packaging.
8. Product Life Cycle. New Product Development. Product life stages.
9. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
10. Distribution strategies. Distribution systems. Vertical marketing systems.
11. Price as an element of marketing mix. Types of pricing programs (cost, market, competitive).
12. Pricing strategies. Pricing of new products. Pricing strategies for substitutes and complements.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Advertisement. Sales promotion.
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 .