Course: Principles of Marketing

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Course title Principles of Marketing
Course code KOD/YZMA
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction English
Status of course Compulsory
Form of instruction unspecified
Work placements unspecified
Recommended optional programme components None
Course availability The course is available to visiting students
  • Pícha Kamil, doc. Ing. Ph.D.
  • Martíšková Petra, Ing. Ph.D.
Course content
1. Introduction to marketing, marketing development and trends. 2. Understanding marketing environment (macro environment, micro environment), methods of situation analysis and identification of opportunities and threats. 3. Obtaining information for marketing decision-making. Marketing research, its purpose and application. Marketing information system and its parts. 4. Final consumers, businesses, intermediaries and their purchasing behaviour. Customer relationship management. 5. Targeting, segmentation and their use in marketing. 6. Marketing mix, product and product policy, types of products. 7. Product introduction in the market, product life-cycle, brand, packaging, services. 8. Distribution policy, methods of distribution, physical distribution. 9. Pricing policy and setting up prices. 10. Marketing communication, tools of communication mix. 11. Media in communication mix. 12. Marketing of services and non-profit sector. 13. Marketing process, marketing management, types of marketing goals, planning and evaluation of marketing activities. 14. International marketing and its specifics.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Activating (simulations, games, drama)
  • Preparation for classes - 28 hours per semester
  • Semestral paper - 46 hours per semester
  • Class attendance - 28 hours per semester
  • Preparation for exam - 28 hours per semester
Learning outcomes
The main objective of this course 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 understand the basic terminology and principles of marketing approach. They are able to apply marketing ideas and principles in a company/organization.
No special prerequisites are necessary for this course.

Assessment methods and criteria
Oral examination, Seminar work

Requirements on the student - before exam Attendance: - 2 absences are possible (you can be max twice absent) Semestral work: - Tasks 01-10, related to study topics, assigned as individuals during the first 10 weeks of the term - final outputs: -- a Word file - all completed Tasks 01-10 (with proper citations of used sources) -- a PowerPoint file - oral presentation must be prepared for a 10-minute speech Requirements on the student - exam - the final examination is in oral form and is aimed to assess the knowledge of study topics (principles of marketing) - 60 % of the final mark is based on processed student project, 40 % is based on answers on question on theory
Recommended literature
  • Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. A., & Gaudet, D. Marketing: An Introduction.. Toronto: Pearson., 2017.
  • Grewal, D., & Levy, M. Marketing. 5th. ed.. New York: McGraw-Hill Education., 2017.
  • Jobber, D., & Ellis-Chadwick, F. Principles and practice of marketing (9th ed.).. London: McGraw-Hill Education., 2020.
  • Kotler, P., Kartajaya, H., & Setiawan, I. Marketing 4.0: Moving from traditional to digital.. Hoboken, New Jersey: Wiley., 2017.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): - (1) Category: Economy 3 Recommended year of study:3, Recommended semester: Winter