Course: Principles of Marketing

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Course title Principles of Marketing
Course code KOD/KZMA
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory, Compulsory-optional, Optional
Form of instruction unspecified
Work placements unspecified
Recommended optional programme components None
Lecturer(s)
  • Švarcová Marie, Ing. Ph.D.
  • Švec Roman, Ing. Ph.D.
Course content
Course Content Lectures: 1 - Introduction to the marketing. Basic terminology, inception, development and principle of marketing 2 - Marketing environment (micro and macro marketing) 3 - Competition, Competition analysis 4 - Consumer markets, Industry markets, Commission house, 5 - Market segmentation 6 - Marketing information system (MIS), Marketing research, Marketing communications 7 - Instruments of marketing,, Services, 4C, 4P, 8 - Products, Product life cycle, 9 - Price of product 10 - Place of product 11 - Promotion of product 12 - Marketing management, Marketing stratégy, 13 - Applied marketing. International marketing Seminars: 1. Introduction to the marketing. Basic terminology, inception, development and principle of marketing 2. Marketing environment (micro and macro marketing) 3. Marketing mix (Product and Services, Price, Place, Promotion) 4. Marketing management

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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 examples (case studies).
Students will understand the main concepts and principles of marketing and will be able to apply them in business settings.
Prerequisites
No special prerequisites are necessary for this course.

Assessment methods and criteria
Oral examination, Written examination, Test, Seminar work

Credit Requirements: Processing of the topic of the semester work. Exami Requirements: The exam consists of two parts - written and oral. Test (18-20 questions), approximately 25 minutes oral examination
Recommended literature
  • BÁRTA, V., BÁRTOVÁ, H. Marketingový výzkum trhu. Praha, 1991.
  • BAŤA, J.T., SINCLAIROVÁ, S. Tomáš Baťa-Švec pro celý svět..
  • BEARDEN, W. O. Marketing: principles & perspectives. Chicago, 1995.
  • ERDÉLY, E. Baťa - Švec, který dobyl svět. Praha, 1990.
  • HLAVÁČ, M. Tvůrci českého zázraku. Praha, 2000.
  • Horáková. Strategický marketing. Praha, 2003. ISBN 8024704471.
  • KOTLER, P., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000.
  • McCARTHY, E.J., PEREAULT, W.D. Základy marketingu. Praha, 1995.
  • Solomon, M.R., Marshall, G.W., Stuart, E.W. Marketing očima světových marketing manažerů. Brno: Computer Press, 2006. ISBN 80-251-1273-X.
  • ŠVARCOVÁ, M. Základní principy marketuingu.. Praha, 2016.
  • WHITELEY, R.C. Podnik řízený zákazníkem. Praha, 1991. ISBN 80-85605-69-4.


Study plans that include the course
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Faculty: Faculty of Economics Study plan (Version): Management of Commerce (2) Category: Economy 2 Recommended year of study:2, Recommended semester: Winter
Faculty: Faculty of Economics Study plan (Version): Structural Policy of the EU for Public Administration (4) Category: Economy 2 Recommended year of study:2, Recommended semester: Summer
Faculty: Faculty of Economics Study plan (Version): Economic Informatics (4) Category: Economy 3 Recommended year of study:3, Recommended semester: Winter
Faculty: Faculty of Economics Study plan (Version): Accounting and Financial Management (4) Category: Economy 3 Recommended year of study:3, Recommended semester: Winter
Faculty: Faculty of Economics Study plan (Version): Structural Policy of the EU for Public Administration (3) Category: Economy 2 Recommended year of study:2, Recommended semester: Summer
Faculty: Faculty of Economics Study plan (Version): Accounting and Financial Management (3) Category: Economy 3 Recommended year of study:3, Recommended semester: Winter