Course: Marketing

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Course title Marketing
Course code KMG/MK
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
  • Myslivcová Světlana, Ing. Ph.D.
  • Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
  • Ungerman Otakar, Ing. Ph.D.
  • Švandová Zuzana, Ing. Ph.D.
Course content
Lectures (topics): 1. Introduction to marketing, the importance and clarification of terminology. Marketing development. 2. Market and its classification, market segmentation, advantages of segmentation, conditions of segmentations, segmentation criteria. 3. Marketing mix. 4. Product, new product development, product lifecycle. 5. Price - the importance of price in marketing, price target, pricing process, pricing methods. 6. Distribution, distribution channels, characteristics of VO and MO marketing, the importance of sales atmosphere. 7. Principles of communication with customers, its forms: advertising, sales support, PR, direct marketing. 8. Strategic planning, the content of a marketing plan, stages of marketing planning. 9. Obtaining information for marketing decisions, primary and secondary sources, and data collection methods. 10. Customer behaviour, factors influencing customers, customer's decision making process. 11. Marketing environment, effects of micro-environment and macro-environment. 12. Role of marketing in an enterprise - marketing departments division (different structures). 13. New trends in marketing. 14. Specifics of marketing applications in the non-profit sector (health, insurance, etc.) Seminars (topics): 1. Introduction, course requirements, assigning semestral projects. 2. Market segmentation, profiling, a case study. 3. Introduction to marketing mix, brainstorming, case study, product lifecycle, a case study. 4. Methods of pricing, examples. 5. Distribution - characteristics of the sales network in the Czech Republic, franchises. 6. Communication with customers, an analysis of advertising, examples. 7. Strategic planning, Growth-share matrix, 4Ps in various sectors. 8. Market analysis, creating a questionnaire, data collection methods. 9. Customer behaviour, principles of successful business negotiation, environmental influence on an enterprise. 10. Marketing department in an enterprise, a case study.

Learning activities and teaching methods
Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming), Self-study (text study, reading, problematic tasks, practical tasks, experiments, research, written assignments)
  • Class attendance - 56 hours per semester
  • Preparation for exam - 20 hours per semester
  • Home preparation for classes - 20 hours per semester
  • Preparation for credit - 15 hours per semester
  • Semestral paper - 20 hours per semester
  • Presentation preparation (report) - 10 hours per semester
Learning outcomes
Students are introduced to the basics of marketing philosophy. More detailed knowledge of the elements of the marketing mix is gained: the product, price, distribution and promotion activities of the marketing department.
Students obtain knowledge in given course in accordance with requirements and course programme.
Economic knowledge and completion of Business Theory

Assessment methods and criteria
Written exam

Written Credit Test with a success rate of at least 60%. Examination: written, with a success rate of at least 65%.
Recommended literature
  • Dědková, J.,Honzáková, I. Základy marketingu. Liberec, 2009. ISBN 978-80-7372-514-3.
  • Grewal, D. Marketing. 2017. ISBN 978-1-259-44629-0.
  • Karlíček M. a kol. Základy marketingu. Praha, 2018. ISBN 978-80-247-5869-5.
  • Scott,D.M. The New Rules of Marketing & PR. Hoboken, 2011. ISBN 978-111-80-2698-4.
  • Vysekalová,J. Emoce v marketingu- jak oslovit zákazníka. Praha, 2014. ISBN 978-80-247-4843-6.
  • Zamazalová,M. Marketing obchodní firmy. Praha, 2008. ISBN 978-80-247-2049-4.

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