Principles of Marketing

Type of study	Bachelor
Language of instruction	Czech
Code	345-0310/05
Abbreviation	ZMk
Course title	Principles of Marketing
Credits	4
Coordinating department	Department of Mechanical Technology
Course coordinator	Ing. Libor Nečas, Ph.D.

Subject syllabus

Lecture:
1. Introduction to marketing and definition of its content
2. Marketing in a market economy
3. Development of marketing as a business philosophy
4. Marketing planning and management
5. Marketing macro-environment and micro-environment
6. Purchasing behavior of customers
7. Market research
8. Marketing MIX - a set of marketing tools
9. Product and product policy
10. Price and pricing policy
11. Distribution and Distribution Policy
12. Communication and communication policy
13. International Marketing
14. Creation of a marketing mix for international markets

Literature

[1] KOTLER, P. - Principles of marketing, Harlow: Pearson Education, 2014, 716 s.
[2] BAINES, Paul, Chris FILL a Kelly PAGE. Marketing. 2nd ed. Oxford: Oxford University Press, 2011. ISBN 978-0-19-957961-7.

Advised literature

[1] KOTLER, P. - Principles of marketing, Harlow: Pearson Education, 2014, 716 s.

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