| Course Unit Code | 545-0136/02 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Optional |
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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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| MAT49 | Ing. Simona Matušková, Ph.D. Paed.IGIP |
| Summary |
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The aim of the course is to make students acquainted with market mechanism basic concepts (factors of profuction, market subjects, competition, supply and demand, market price).
There is presented a comprehensive collection of methods, used by leading
workers (managers) to achieve main targets in their business.
The marketing development and its importance in modern conceptions are mentioned in the other part as well as the marketing mix.
The travel trade in the Czech Republic is the last theme of this subject. |
| Learning Outcomes of the Course Unit |
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To gain theoretical knowledge of economy, management and marketing, to understand main principles of market economy and to get subsequent skills used by managers to control their firms.
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| Course Contents |
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1. Basic Economic Concepts.
2. Market Mechanism and its Categories.
3. Market Entities. (State, Firms, Households)
4. Supply, Demand, Equilibrium Price, Market Competition.
5. Economic System Characteristics of Business Subjects.
6. Management - its History, Schools and new Trends.
7. Manager and his Profile.
8. Manager´s Skills.
9. Decision Making, Communication, Control.
10. Marketing - its History, Development and Importance.
11. New Concepts in Marketing.
12. Marketing Mix.
13. Tourism - its Development, Tourist Areas in the Czech R. and in the World.
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| Recommended or Required Reading |
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| Required Reading: |
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| KOTLER, P. Principles of Marketing. Great Britain : Pearson Education, 2013. 683 s. ISBN 978-0-273-74297-5. |
HESKOVÁ, M. a kol. Cestovní ruch. 1. vyd. Praha : Fortuna, 2006. 223 s.
ISBN 80-7168-948-3.
SAMUELSON, P.A. Ekonomie. 1.vyd. Praha : Svoboda, 2007. 775s. ISBN 978-80-
205-0590-3.
MACÁKOVÁ, L. Mikroekonomie. 8.vyd.. Slaný : Melandrium, 2003. 275 s. ISBN 80-86175-38-3.
SYNEK, M. Manažerská ekonomika. 3. vyd. Praha : Grada, 2003. 466 s. ISBN 80-
247-0515-X.
KOTLER, P. Marketing Management: Analýza, plánování, realizace a
kontrola. Praha : Victoria Publishing, 1992. 789 s. ISBN 80-85605-08-2.
HORÁKOVÁ, I. Marketing v současné světové praxi. Praha : Grada, 1992. 364 s.
ISBN 80-85424-83-5.
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| Recommended Reading: |
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| KOTLER, P. Principles of Marketing. Great Britain : Pearson Education, 2013. 683 s. ISBN 978-0-273-74297-5. |
KOTLER, P.; ARMSTRONG, G. Marketing. Praha : Grada Publishing, 2004. 855 s.
ISBN 80-247-0513-3.
VYSEKALOVÁ, J.; KOMÁRKOVÁ, R. Psychologie reklamy. 2. vyd. Praha : Grada Publishing, 2002. 246 s. ISBN 80-247-0402-1. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Tasks are not Defined |