Marketing

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0300/01
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Compulsory
Level of Course Unit *First Cycle
Year of Study *First Year
Semester when the Course Unit is deliveredSummer Semester
Mode of DeliveryFace-to-face
Language of InstructionCzech
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
SPA50doc. Ing. Vojtěch Spáčil, CSc.
VEL21doc. Ing. Šárka Velčovská, Ph.D.
OPL001Ing. Anna Oplatková, Ph.D.
SIW009Ing. Markéta Zajarošová, Ph.D.
VAL401Ing. Jana Hodulová, Ph.D.
Summary
The course provides a systematic, comprehensive and up-to-date view on particular marketing areas. The aim of the course is to introduced students the marketing philosophy, basic terms, rules and concepts of marketing and explain them the content of particular components of marketing. After completing the course students should be able to apply their knowledge to solve basic practical problems and to use the acquired knowledge in other related courses.
Learning Outcomes of the Course Unit
1. Understand basic marketing terminology.
2. Explain the competitive concepts.
3. Analyze the marketing environment
4. Understand the principles of consumer segmentation and consumer behaviur.
5. Explain the marketing information system and the principles of marketing research.
6. Design a marketing mix.
Course Contents
1. The Market as a basis of marketing. Types of demand. Competitive business concepts.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Types of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection.
7. Product as an element of marketing mix. Product attributes. Product branding. Types and functions of product packaging.
8. The product's life cycle. New product development. Stages of product life.
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. Price determination 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.
Recommended or Required Reading
Required Reading:
KARLÍČEK, Miroslav. Základy marketingu. Praha: Grada Publishing, 2013. 255 s. ISBN 978-80-247-4208-3.
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 15th ed. Harlow: Pearson, 2014. 716 p. ISBN 978-0-273-78699-3.
TOMEK, Gustav a Věra VÁVROVÁ. Marketing: od myšlenky k realizaci. 3. aktualiz. a dopl. vyd. Praha: Professional Publishing, 2011. 344 s. ISBN 978-80-7431-042-3.
KARLÍČEK, Miroslav. Základy marketingu. Praha: Grada Publishing, 2013. 255 s. ISBN 978-80-247-4208-3.
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 15th ed. Harlow: Pearson, 2014. 716 p. ISBN 978-0-273-78699-3.
TOMEK, Gustav a Věra VÁVROVÁ. Marketing: od myšlenky k realizaci. 3. aktualiz. a dopl. vyd. Praha: Professional Publishing, 2011. 344 s. ISBN 978-80-7431-042-3.
Recommended Reading:
BOUČKOVÁ, Jana. Základy marketingu. 4. vyd. Praha: Oeconomica, 2011. 220 s. ISBN 978-80-245-1760-5.
DIBB, S., SIMKIN, L., PRIDE, W. M. and O. C. FERRELL. Marketing: Concepts and Strategies. 7th ed. Mason: Cengage Learning, 2016. 816 p. ISBN: 9781473725126.
KARLÍČEK, Miroslav a Petr KRÁL. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, 2011. 224 s. ISBN 978-80-247-3541-2.
BOUČKOVÁ, Jana. Základy marketingu. 4. vyd. Praha: Oeconomica, 2011. 220 s. ISBN 978-80-245-1760-5.
DIBB, S., SIMKIN, L., PRIDE, W. M. and O. C. FERRELL. Marketing: Concepts and Strategies. 7th ed. Mason: Cengage Learning, 2016. 816 p. ISBN: 9781473725126.
KARLÍČEK, Miroslav a Petr KRÁL. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, 2011. 224 s. ISBN 978-80-247-3541-2.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
Exercises evaluation and ExaminationCredit and Examination100 (100)51
        Exercises evaluationCredit30 20
        ExaminationExamination70 30