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Principles of Marketing

Principles of Marketing
116-0800/01
čeština Principles of Marketing
116-0800/02
čeština

Summary

Within the course students are introduced to the basic concepts and categories of marketing in terms of developed economies. The aim of the course is professionally and practically acquaints the students with the basic concepts of marketing theory, marketing historical development, marketing environment, marketing information system, customer segmentation and selecting target markets. The main emphasis is placed on the strategies and the main tools of marketing mix.

Literature

KARLÍČEK, Miroslav a kol. Základy marketingu. 2. přepracované a rozšířené vyd. Praha: Grada, 2018. 288 s. ISBN 978-80-247-5869-5.
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132 .
KOTLER, Philip and Kevin L. KELLER. Marketing Management. 14 vyd. Praha: Grada, 2013. 816 s. ISBN 978-80-247-4150-5.

Advised literature

MOUDRÝ, Marek. Marketing: základy marketingu. Díl 1. 4. aktualizované vyd. Prostějov: Computer Media, 2018. 80 s. ISBN 978-80-7402-359-0.
MOUDRÝ, Marek. Marketing: základy marketingu. Díl 2. 4. aktualizované vyd. Prostějov: Computer Media, 2018. 80 s. ISBN 978-80-7402-360-6.
PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. ISBN 9781260405323 .


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Language of instruction čeština, čeština
Code 116-0800
Abbreviation MG
Course title Principles of Marketing
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.