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ECTS Course Overview



Marketing

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

Course Unit Code116-0500/03
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Choice-compulsory
Level of Course Unit *First Cycle
Year of Study *
Semester when the Course Unit is deliveredSummer Semester
Mode of DeliveryFace-to-face
Language of InstructionEnglish
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
VEL21doc. Ing. Šárka Velčovská, Ph.D.
SIW009Ing. Markéta Zajarošová, Ph.D.
Summary
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
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
1. The Market as a Basis of Marketing, Marketing Management Philosophies.
2. Marketing Environment.
3. Consumer Behavior.
4. Marketing Information System.
5. Marketing Research.
6. Marketing Segmentation, Targeting and Positioning.
7. Introduction to the Marketing mix, Product as an Element of Marketing mix.
8. Development of New Product and Market Life Cycle of the Product.
9. Price as an Element of Marketing mix.
10. Pricing Strategies.
11. Distribution as an Element of Marketing mix.
12. Marketing Communications as an Element of Marketing mix.
13. Marketing Communication mix.
14. Types of Marketing and New Trends.
Recommended or Required Reading
Required Reading:
DONELLY, H. James and Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598.
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 15th ed. Harlow: Pearson, 2014. 716 p. ISBN 978-0-273-78699-3.
KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 14th ed. London: Pearson, 2011. 816 p. ISBN 978-0132102926.
DONELLY, H. James and Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598.
KOTLER, Philip and Gary ARMSTRONG. Principles of Marketing. 15th ed. Harlow: Pearson, 2014. 716 p. ISBN 978-0-273-78699-3.
KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 14th ed. London: Pearson, 2011. 816 p. ISBN 978-0132102926.
Recommended Reading:
BEST, J. Roger. Market – Based Management. 6th ed. New Jersey: Prentice Hall, 2012. 576 p. ISBN 978-01-3284816-9.
DIBB, S., L. SIMKIN, W. M. PRIDE and O. C. FERRELL. Marketing: Concepts and Strategies. 7th ed. Andover: Cengage Learning, 2016. 796 s. ISBN 978-1-4737-2512-6.
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575.
BEST, J. Roger. Market – Based Management. 6th ed. New Jersey: Prentice Hall, 2012. 576 p. ISBN 978-01-3284816-9.
DIBB, S., L. SIMKIN, W. M. PRIDE and O. C. FERRELL. Marketing: Concepts and Strategies. 7th ed. Andover: Cengage Learning, 2016. 796 s. ISBN 978-1-4737-2512-6.
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Tasks are not Defined