Course: Principles of Marketing

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Course title Principles of Marketing
Course code KOD/ZMA
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 Czech
Status of course Compulsory, Compulsory-optional, Optional
Form of instruction unspecified
Work placements unspecified
Recommended optional programme components None
Lecturer(s)
  • Švec Roman, Ing. Ph.D.
  • Švarcová Marie, Ing. Ph.D.
Course content
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), Case studies
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

Credit Requirements: Implication in training, exercise elaboration Examinatio -n Requirements: test (18 - 20 questions), 25 minute. oral examination
Recommended literature
  • BAŤA, J.T., SINCLAIROVÁ, S. Tomáš Baťa-Švec pro celý svět..
  • ERDÉLY, E. Baťa - Švec, který dobyl svět. Praha, 1990.
  • HLAVÁČ, M. Tvůrci českého zázraku. Praha, 2000.
  • KOTLER, P., ARMSTRONG, G . Principles of Marketing. Prentice Hall, 2010.
  • 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 marketingu.. Praha, 2016.
  • WHITELEY, R.C. Podnik řízený zákazníkem. Praha, 1991. ISBN 80-85605-69-4.


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): Management of Commerce (4) Category: Economy 2 Recommended year of study:2, Recommended semester: Winter
Faculty: Faculty of Arts Study plan (Version): French Language for European and International Trade (2015) Category: Philological sciences 2 Recommended year of study:2, Recommended semester: Summer
Faculty: Faculty of Arts Study plan (Version): Italian Language for European and International Trade (2015) Category: Philological sciences 2 Recommended year of study:2, Recommended semester: Summer
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): Financial and Insurance Mathematics (4) Category: Mathematics courses 3 Recommended year of study:3, Recommended semester: Summer
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): Management and Business Economics (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): Management of Commerce (4) Category: Economy 2 Recommended year of study:2, Recommended semester: Winter
Faculty: Faculty of Arts Study plan (Version): Spanish Language for European and International Trade (2015) Category: Philological sciences 2 Recommended year of study:2, Recommended semester: Summer
Faculty: Faculty of Economics Study plan (Version): Management and Business Economics (3) Category: Economy 2 Recommended year of study:2, Recommended semester: Summer