| Course Unit Code | 116-0500/04 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | |
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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 | English |
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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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| VEL21 | doc. Ing. Šárka Velčovská, Ph.D. |
| SIW009 | Ing. Markéta Zajarošová, Ph.D. |
| SVA213 | Ing. Bc. Lenka Švajdová, Ph.D. |
| Summary |
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| The course provides a systematic, comprehensive and current view of individual areas of marketing. The aim of the course is to introduce students to marketing philosophy, to acquaint them with basic concepts, principles and marketing concepts and to bring closer the content of individual marketing components. After completing the course, students should be able to apply their knowledge on basic practical problems and use the acquired knowledge in other related courses. |
| Learning Outcomes of the Course Unit |
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1. Develop and explain a basic overview of marketing concepts.
2. Classify the development phase of business philosophy.
3. Create a marketing environment analysis.
4. Categorize types of marketing research.
5. Design programs of marketing mix. |
| Course Contents |
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1. Market as the basis of marketing. Types of demand. Marketing management philosophies.
2. Marketing environment. Macroenvironment and microenvironment.
3. Marketing information system. Types of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of buying situation.
5. Market segmentation. Segmentation Criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to marketing mix. Elements of marketing mix and their interconnection.
7. Product as an element of marketing mix. Product elements. Product labeling. Types and functions of product packaging.
8. Product Life Cycle. New Product Development. Product life stages.
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. Pricing 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 |
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| Required Reading: |
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ARMSTRONG, Gary and Gary T. ARMSTRONG. Marketing: An Introduction. 14th ed. Harlow: Pearson, 2019. 680 p. ISBN 9781292294865 .
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132.
KOTLER, Philip, Kevin L. KELLER and Alexander CHERNEV. Marketing Management. 16th ed. Harlow: Pearson, 2021. 608 p. ISBN 978-0135887158. |
ARMSTRONG, Gary and Gary T. ARMSTRONG. Marketing: An Introduction. 14th ed. Harlow: Pearson, 2019. 680 p. ISBN 9781292294865 .
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 18th ed. Harlow: Pearson, 2020. 731 p. ISBN 9781292341132.
KOTLER, Philip, Kevin L. KELLER and Alexander CHERNEV. Marketing Management. 16th ed. Harlow: Pearson, 2021. 608 p. ISBN 978-0135887158. |
| Recommended Reading: |
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KERIN, Roger and Steven HARTLEY. Marketing. 15th ed. New York: McGrow Hill Education, 2020. 752 p. ISBN13: 9781260260366.
PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. ISBN 9781260405323.
SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. 834 p. ISBN 978-0-1955-9029-6. |
KERIN, Roger and Steven HARTLEY. Marketing. 15th ed. New York: McGrow Hill Education, 2020. 752 p. ISBN13: 9781260260366.
PERREAULT, William, Joseph CANNON and E. Jerome McCARTHY. Essentials of Marketing. 16th ed. New York: McGrow Hill Education, 2018. 768 p. ISBN 9781260405323.
SHARP, Byron. Marketing: Theory, Evidence, Practice. 2nd ed. South Melbourne: Oxford University Press, 2017. 834 p. ISBN 978-0-1955-9029-6. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Tasks are not Defined |