Course: Principles of Marketing

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Course title Principles of Marketing
Course code KOD/MARA
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 6
Language of instruction English
Status of course Compulsory-optional
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
Study topics: 1. Introduction to marketing, marketing development and trends, ethics in marketing. 2. Marketing process, marketing management, types of marketing goals, planning and evaluation of marketing activities. 3. Understanding marketing environment (macroenvironment, microenvironment), methods of situation analysis and identification of opportunities and threats. 4. Consumer and business markets. Final consumers, businesses, intermediaries and their purchasing behaviour. Customer relationship management. 5. Targetting, segmentation, competition. 6. Obtaining information for marketing decision making. Marketing research, purpose and use. Marketing information system and its' parts. 7. Marketing mix. 8. Product policy. Types of products and services, product market entry, product life-cycle, packaging, brand, services. 9. Distribution policy (place). 10. Pricing policy and setting up prices. 11. Marketing communication and promotion, communication mix. 12. Media and media planning, regulation of marketing communication. 13. International marketing.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Activating (simulations, games, drama), Individual preparation for exam
  • Preparation for classes - 28 hours per semester
  • Class attendance - 42 hours per semester
  • Semestral paper - 42 hours per semester
  • Preparation for exam - 56 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 required for this course.

Assessment methods and criteria
Oral examination, Combined exam, Test, Seminar work

Credit Requirements: - 4 out of 6 successfully passed tests - team case study Exam: - written and oral exam (only for students with written exam score between 60% and 80%)
Recommended literature
  • Chernev, A., & Kotler, P. Strategic Marketing Management, 8th Edition. Cerebellum Press, 2014.
  • Kotler, P., & Armstrong, G. Principles of marketing (15th ed). Upper Saddle, N.J: Pearson, 2014.

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