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Lecturer(s)
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Kocourek Josef, Mgr. Ph.D.
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Course content
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1. Historical assumptions of marketing. 2. Developmental stages of marketing. 3. General characteristics and importance of marketing. 4. Marketing environment of organizations. 5. Marketing information system of organizations. 6. Forms of marketing research. 7. Marketing management of organizations. 8. The importance of strategic marketing. 9. Buyer behaviour in the consumer market. 10. Buyer behaviour in commercial, industrial and government markets. 11. Characteristics of "4P" marketing (product, price, distribution, promotion). 12. Characteristics and importance of the product. 13. Product life cycle.
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Learning activities and teaching methods
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Lecturing, Projection (static, dynamic), Practice exercises, Teamwork, Individual work of students
- Term paper
- 25 hours per semester
- Participation in classes
- 12 hours per semester
- Preparation for examination
- 88 hours per semester
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| prerequisite |
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| Knowledge |
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| Basic knowledge of historical development of society, knowledge of economic and social sciences. To understand the basics of marketing is expected to focus on economic and social sciences. Emphasis is placed on refinement of language expression. |
| Basic knowledge of historical development of society, knowledge of economic and social sciences. To understand the basics of marketing is expected to focus on economic and social sciences. Emphasis is placed on refinement of language expression. |
| learning outcomes |
|---|
| Marketing environment of the Company |
| Marketing environment of the Company |
| Marketing Information System |
| Marketing Information System |
| Consumer Behavior |
| Consumer Behavior |
| Marketing Mix |
| Marketing Mix |
| Product |
| Product |
| Skills |
|---|
| define the Marketing Environment of the Company |
| define the Marketing Environment of the Company |
| define the Marketing Information System |
| define the Marketing Information System |
| identify consumer behavior |
| identify consumer behavior |
| define the Marketing Mix |
| define the Marketing Mix |
| define product |
| define product |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Practice exercises |
| Teamwork |
| Teamwork |
| Lecturing |
| Individual work of students |
| Practice exercises |
| Individual work of students |
| Skills |
|---|
| Individual work of students |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| assessment methods |
|---|
| Knowledge |
|---|
| Composite examination (Written part + oral part) |
| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Written examination |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Composite examination (Written part + oral part) |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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CZINKOTA, Michael R.; KOTABE, Masaaki; VRONTIS, Demetris a SHAMS, S.M. Riad. Marketing management: past, present and future. Cham: Springer, 2021. ISBN 978-3-030-66915-7.
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Jaroslav Světlík. Marketing: cesta k trhu. 4. upravené vydání.. Praha: VŠPP, 2018. ISBN 978-80-86847-81-8.
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Karlíček, Miroslav. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
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KOTLER, Philip; ARMSTRONG, Gary a OPRESNIK, Marc Oliver. Principles of marketing. Harlow: Pearson, 2021. ISBN 978-1-292-34113-2.
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PISTELAK, Petr. Zvyšte obrat a zisk firmy: metodou Profitbooster. Praha: Petr Pištělák, 2018. ISBN 9788027038428.
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SHEEHAN, Brian. Marketing management. Lausanne: AVA Publishing, 2018. ISBN 9781350057913.
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Solomon, Michael R. etc. Marketing: real people, real decisions. Harlow: Pearson,, 2019. ISBN 9781292227191.
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