Course: Principles of Marketing

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Course title Principles of Marketing
Course code KOD/CMAR
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 6
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Martíšková Petra, Ing. Ph.D.
Course content
Consultations: 1. Introduction to marketing, marketing development and trends, ethics in marketing. 2. Understanding marketing environment (macroenvironment, microenvironment), methods of situation analysis and identification of opportunities and threats. 3. Consumer and business markets. Final consumers, businesses, intermediaries and their purchasing behaviour. Customer relationship management. Targetting, segmentation, competition. 4. Obtaining information for marketing decision making. Marketing research, purpose and use. Marketing information system and its' parts. Marketing mix. Product policy. Types of products and services, product market entry, product life-cycle. Packaging and branding, services as a kind of products. Distribution policy (place). 5. Pricing policy and setting up prices. Marketing communication. Communication mix. Media and media planning, regulation of marketing communication. 6. Marketing process, marketing management, types of marketing goals, planning and evaluation of marketing activities. International marketing and its specifics. Project evaluation.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Activating (simulations, games, drama), Individual preparation for exam
  • Semestral paper - 42 hours per semester
  • Preparation for exam - 56 hours per semester
  • Class attendance - 18 hours per semester
  • Preparation for classes - 52 hours per semester
Learning outcomes
The main objective of this subject is to obtain basic theoretical knowledge about marketing, i.e. terminology, purpose, tools and methods. Students will also learn to apply this knowledge in the context of practically oriented case studies.
Students will understand the main concepts and principles of marketing and will be able to apply them in business settings.
No special prerequisites are necessary for this course.
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Assessment methods and criteria
Oral examination, Combined exam, Test, Seminar work

Credit requirements: To obtain credits, it is necessary to work out a semestral project. The specific form of the project and the deadline for submission is determined by the teacher. Exam: - written and oral exam (only for students with written exam score between 60% and 90%) The subject of the exam is knowledge of the issues discussed during classes and also from the the compulsory study literature. The exam can be taken only after passing the credit. Lectures are only one of the sources which help to understand the issues, they are not the only and comprehensive source of information. For each topic, a teacher determines necessary information sources for studying, which the student must adequately acquire for the exam. The exam has two parts: a written test and an oral exam. A written test has 20 questions. It is required to gain at least 60%. If a student passes a written test of more than 90%, this test will be considered as passing the exam. An oral exam means that the student answers given (selected) questions. Any questions or problems should be consulted as soon as possible with the teacher, who may clarify or supplement the above rules (there must be serious reasons for it). Other rules are governed by the Dean's Decree No. 124/2017 and the Study and Examination Regulations of the University.
Recommended literature
  • Chernev, A., & Kotler, P. Strategic Marketing Management, 8th Edition.. Cerebellum Press, 2014.
  • Janouch, V. Internetový marketing. Brno: Computer Press, 2014.
  • Kotler, P., & Keller, K.L. Marketing management. Praha, 2013.
  • Kumar, N. Marketing jako strategie vedoucí k úspěchu. Praha: Grada, 2008.
  • Solomon, M. R., Marshall, G. W., & Stuart, E. W. Marketing očima světových marketing manažerů. Brno: Computer Press, 2006.
  • Švarcová, M. Základní principy marketingu. Praha: Idea servis, 2016. ISBN 978-80-85970-87-6.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester