| Course Unit Code | 345-0310/05 |
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| Number of ECTS Credits Allocated | 4 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| NEC45 | Ing. Libor Nečas, Ph.D. |
| Summary |
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The course focuses on basic concepts and categories of modern marketing in conditions of advanced market economy. Learning outcomes of the course unit The aim of the course is to gain an orientation in the field of marketing, its origin and development, principles of management and planning of marketing activities, the structure of the marketing environment, customer behavior, market research and the system of marketing tools in the company. Another topic group is focused on a set of basic marketing tools (product, price, distribution and communication) and ways of using them.
Learning outcomes of the course unit The aim of the course is to obtain an orientation in the subject and to understand the links to related subjects of related subjects. The student will be able to demonstrate that the student has completed the final test and that he / she has fulfilled his / her tasks as a condition for completing the subject. |
| Learning Outcomes of the Course Unit |
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| The goal of subject is to gain orientation in the field and understand the links to related subject matter of follow-up articles. The student demonstrates the degree of fulfillment of the objectives in the final test and fulfillment of tasks for completion of the course. |
| Course Contents |
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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
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| Recommended or Required Reading |
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| Required Reading: |
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[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. |
[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.
[3] MCCARTHY, E. – Základy marketingu, Praha : Victoria publ. 1995, 511 s.
[4] MAJARO, J. – Základy marketingu, Praha : Grada, 1996. 308 s.
[5] NEČAS, L. – Základy marketingu, VŠB-TU Ostrava, 2012
[6] TOMEK, J. – Marketing podniku, ALEKO, 1991
[7] VYSEKALOVÁ, J. – Marketing, EDUKO Praha, 2016 |
| Recommended Reading: |
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| [1] KOTLER, P. - Principles of marketing, Harlow: Pearson Education, 2014, 716 s. |
[1] ZAMAZALOVÁ, M. - Marketing. 2., přeprac. a dopl. vyd. V Praze: C.H. Beck, 2010, 499 s.
[2] KOTLER, P. - Marketing. Praha: Grada, c2004, 855 s.
[3] KOTRBOVÁ, H. – Mezinárodní marketing, VŠE Praha, 1992
[4] VLČEK, R. A KOL. –Management marketingu, inovací a kvality, VŠE Praha, 1992
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| Planned learning activities and teaching methods |
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| Lectures, Individual consultations, Tutorials, Project work, Other activities |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Graded credit | Graded credit | 100 | 51 |