Course: Marketing

« Back
Course title Marketing
Course code UPEM/PMAR
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study 3
Semester Winter
Number of ECTS credits 4
Language of instruction Czech
Status of course Optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Kantorová Kateřina, Ing. Ph.D.
Course content
Basic principles and importance of marketing, development of marketing. Marketing management, definition of marketing, marketing proceedings. Marketing ethical aspects, ethics in marketing. Marketing environment, macro and micro environment. Marketing strategies, its types, SWOT analysis. Marketing research, marketing information system. Marketing market research, its phases, market segmentation. Consumer's behaviour, types of customers, phases in decision making. Marketing mix, its importance. Marketing classification of products, product and market differentiation. Product life cycle, product life phases. Price in marketing. Distribution ways, its importance and task. Marketing communication, communication strategies. Social aspects of marketing.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
Learning outcomes
The aim of the course is to acquaint the students with basic marketing principles and realize concretely marketing opportunities, limits and approaches. In addition to marketing historical development basic marketing conceptions, principles and instruments are presented. The course deals with analysis of opportunities in the market, segmentation, marketing mix elaboration, marketing strategy and portfolio analysis.
A student will master the knowledge of the process and analysis of market opportunities, segmentation, developing marketing mix, marketing strategy and portfolio analysis.
Prerequisites
Passing the subjects: Managerial Economy or Managerial Economics, Management.

Assessment methods and criteria
Oral examination, Written examination

The assignment is granted upon attendance at seminars and completion of the seminar paper and project. The examination is written, oral (conditioned by assignment granting).
Recommended literature
  • Armstrong, Gary. Marketing. Upper Saddle River: Pearson Education, 2005. ISBN 0-13-127312-4.
  • FORET, M. a kol.:. Marketing - základy a principy. Praha: Computer Press, 2005.
  • KANTOROVÁ, K.:. Marketing I: distanční opora. Vyd. 1. Pardubice: Univerzita Pardubice, 2014, 77 s-. ISBN 978-80-7395-707-0..
  • KANTOROVÁ, K.:. Marketing II. 1. vyd. Pardubice: Univerzita Pardubice, 2014. ISBN 978-80-7395-815-2..
  • KOTLER, P. a kol.:. Marketing Management. 12. vydání. Praha: Grada Publishing, 2007.
  • KOTLER, P., KELLER, K.:. Marketing Management. 12th ed. New Persey: Upper Saddle River - Pearson Education, 2006.
  • SVĚTLÍK, J.:. Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, s.r.o., 2005.
  • VACULÍK, J.:. Marketing. Pardubice: Univerzita Pardubice, 2011.
  • ZAMAZALOVÁ, M.:. Marketing. 2. přepracované a doplněné vydání. Praha: C.H.Beck, 2010.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics and Administration Public Economics and Administration (2013) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2013) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2013) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2016) Economy 3 Winter
Faculty of Economics and Administration Security Management in Enterprises (2016) Economy 3 Winter
Faculty of Economics and Administration Economics and Operation in Enterprises (2014) Economy 3 Winter
Faculty of Economics and Administration Public Economics and Administration (2014) Economy 3 Winter
Faculty of Economics and Administration Informatics in Public Administration (2014) Economy 3 Winter
Faculty of Economics and Administration Information and Security Systems (2014) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2014) Economy 3 Winter
Faculty of Economics and Administration Information and Security Systems (2015) Economy 2 Winter
Faculty of Economics and Administration Public Economics and Administration (2014) Economy 3 Winter
Faculty of Economics and Administration Informatics in Public Administration (2013) Economy 3 Winter
Faculty of Economics and Administration Information and Security Systems (2015) Economy 3 Winter
Faculty of Economics and Administration Information and Security Systems (2013) Economy 3 Winter
Faculty of Economics and Administration Information and Security Systems (2013) Economy 2 Winter
Faculty of Economics and Administration Security Management in Enterprises (2014) Economy 3 Winter
Faculty of Economics and Administration Security Management in Enterprises (2013) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2015) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2014) Economy 3 Winter
Faculty of Economics and Administration Economics and Operation in Enterprises (2013) Economy 3 Winter
Faculty of Economics and Administration Public Economics and Administration (2015) Economy 3 Winter
Faculty of Economics and Administration Public Economics and Administration (2013) Economy 3 Winter
Faculty of Economics and Administration Economics and Operation in Enterprises (2016) Economy 3 Winter
Faculty of Economics and Administration Informatics in Public Administration (2015) Economy 3 Winter
Faculty of Economics and Administration Information and Security Systems (2014) Economy 2 Winter
Faculty of Economics and Administration Enterprise Management (2015) Economy 3 Winter
Faculty of Economics and Administration Economics and Operation in Enterprises (2015) Economy 3 Winter
Faculty of Economics and Administration Security Management in Enterprises (2015) Economy 3 Winter
Faculty of Economics and Administration Public Economics and Administration (2015) Economy 3 Winter
Faculty of Economics and Administration Enterprise Management (2016) Economy 3 Winter