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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
VEL21doc. Ing. Šárka Velčovská, Ph.D.
SVA213Ing. Bc. Lenka Švajdová, Ph.D.
LOS0006RNDr. Jiří Lošťák, 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. Actual marketing trends.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Marketing information system. Types and sources of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation. Roles of consumer in decision process.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection. Marketing mix models.
7. Product as an element of marketing mix. Total product concept. Product attributes. Product analysis and strategies.
8. New product development. The product's life cycle. Stages of product life cycle.
9. Price as an element of marketing mix. Price policy. Price determination process. Methods of pricing.
10. Pricing strategies. Price adjustment to market conditions. Product-mix pricing.
11. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
12. Distribution strategies. Distribution systems. Physical distribution.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Marketing communication trends.
Recommended or Required Reading
Required Reading:
ARMSTRONG, Garry and Philip KOTLER. Marketing: An Introduction. 15th ed. Harlow: Pearson, 2022. 704 p. ISBN 9780137476459.
GREWAL, Dhruv and Michael LEVY. Marketing. 8th ed. New York: McGraw Hill, 2021. 736 p. ISBN ‎ 978-1260717433.
KOTLER, Philip, Kevin KELLER, Mairead BRADY, Malcolm GOODMAN and Torben HANSEN. Marketing Management. 4th European ed. Harlow: Pearson, 2019. 840 p. ISBN‎ 978-1292248448.
ARMSTRONG, Garry and Philip KOTLER. Marketing: An Introduction. 15th ed. Harlow: Pearson, 2022. 704 p. ISBN 9780137476459.
KARLÍČEK, Miroslav et al. Základy marketingu. 2. přepracované a rozšířené vyd. Praha: Grada, 2018. 288 s. ISBN 978-80-247-5869-5.
KOUDELKA, Jan. Spotřebitelé a marketing. Praha: C. H. Beck, 2018. 384 s. ISBN 978-80-7400-693-7.
Recommended Reading:
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132.
PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 17th ed. New York: McGrow Hill, 2020. 800 p. ISBN 978-1264024063.
PRIDE, William M. and O. C. FERRELL. Foundations of Marketing. 9th ed. Boston: Cengage Learning, 2021. 592 p. ISBN ‎ 978-0357129463.
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.
PŘIKRYLOVÁ, Jana et al. Moderní marketingová komunikace. 2., zcela přepracované vyd. Praha: Grada, 2019. 344 s. ISBN 978-80-271-0787-2.
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
Credit and ExaminationCredit and Examination100 (100)51
        CreditCredit30 16
        ExaminationExamination70 35