Principles of Marketing

Type of study	Bachelor
Language of instruction	English
Code	345-0310/07
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 the subject
2. Marketing in market economy
3. Development marketing like entrepreneurial philosophically
4. Marketing scheduling and drive
5. Marketing macro - environment
6. Marketing micro - environment
7. Purchase behaviour consumers – consumer behaviour
8. Purchase behaviour institution
9. Market research
10. Marketing mix
11. Product and product policy
12. Price and price policy
13. Communication and communications policy
14. International marketing
15. Production 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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