PEMBAMAG Marketing

School of Business Administration in Karvina
Winter 2021
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
doc. Ing. Martin Klepek, Ph.D. (seminar tutor)
Ing. Kateřina Matušínská, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Halina Starzyczná, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Thu 9:45–11:20 B206
  • Timetable of Seminar Groups:
PEMBAMAG/01: Thu 11:25–12:10 B206, M. Klepek, K. Matušínská
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && ( FORMA ( P ) || FORMA ( Z ))
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 10 student(s).
Current registration and enrolment status: enrolled: 0/10, only registered: 0/10
fields of study / plans the course is directly associated with
Course objectives (in Czech)
The aim of the course is to provide students with the latest knowledge about the nature and functioning of contemporary marketing. The first section explains the basic concepts and principles of marketing. Following section is devoted to the analysis of the marketing environment, marketing information management and the characteristics of the consumer market and B2B markets, their behaviour and decision-making processes that take place in these markets. The main part of the course is focused on the characteristics of each element of the marketing mix - product, price, place and marketing communication.
Syllabus (in Czech)
  • 1.The substance, concept and functions of marketing
    Marketing definition. Marketing concepts. Marketing cycle. Needs, wants and demands. Marketing supply. Exchange, transaction and relations. Key customer markets. Stages of marketing development. Traditional marketing mix 4Ps. Marketing mix 4Cs. Marketing mix 7Ps.
    2.Management of marketing activity and analysis of the marketing environment
    Marketing strategy definition. Designing a marketing strategy. Marketing plan elements. Marketing implementation. Controlling marketing activities. Marketing environment and its description. Marketing macroenvironment. Marketing external microenvironment. Marketing internal microenvironment. SWOT analysis. Response to environmental change.
    3.Marketing research
    Typology of marketing research. Research design and creation of research questions. Primary and secondary data. Quantitative and qualitative approaches. Research methods and techniques. Data collection and analysis. Evaluation and presentation of acquired data. Decision-making based on the results of marketing research.
    4.Consumer behavior on B2C market, STP process
    Factors influencing consumer behavior. The buying decision process. Creating Long-Term Loyalty Relationships. Segmentation – definition, characterization of segments, segmentation criteria, reverse segmentation. Targeting - definition, targeting strategy, market niche. Positioning - definition and meaning, types of position strategies, position map, repositioning.
    5.B2B markets
    Differences between B2C and B2C markets. Participants of the trade purchasing process. Buying situations. The trade purchasing process. Behavioural model of trade purchase process. Institutional and government markets. CRM on B2C markets.
    6.Marketing mix – product, price, place
    The product as a value creation tool for the customer. Product development phase. Product lifecycle and its implications for marketing management. Pricing methods using costs, competition and customers. Pricing tactics. Psychological aspects of price perception. Product availability. Types of retail units and distribution of FMCG goods.
    7.Marketing mix – marketing communication
    Definition and development of marketing communication. Basic concepts related to marketing communications. Brief characteristics of individual elements of marketing communication mix - advertising, sales promotion, personal sales, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
    required literature
  • MATUŠÍNSKÁ, Kateřina, Martin KLEPEK and Michal STOKLASA. Marketing in Theory and Practice. Karviná: SU Opava, OPF Karviná, 2019, 183 pp. ISBN 978-80-7510-341-3. info
  • BAINES, P S, P WHITEHOUSE, ANTONETTI and ROSENGREN. Fundamentals of Marketing. 2nd. Oxford: Oxford University Press, 2021. ISBN 978-0-19-882925-6. info
  • FAHY, J and JOBBER. Foundations of Marketing. Foundations of Marketing. London: McGraw-Hill Education, 2019. ISBN 978-1-5268-4734-8. info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 15th. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09262-1. info
    recommended literature
  • PELSMACKER, P, M GEUENS and J BERGH. Marketing Communications: a European Perspective. 7th. Harlow: Pearson Education Limited, 2021. ISBN 978-1-292-32789-1. info
  • KERIN, A and HARTLEY. Marketing: The Core. 7th. New York: McGraw-Hill Education, 2018. ISBN 978-1-259-71236-4. info
  • KOTLER, P and ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
  • MALHOTRA, N K, D NUNAN and D F BIRKS. Marketing Research: An Applied Approach. 5th. Harlow: Pearson Education Limited, 2017. ISBN 978-1-292-10312-9. info
  • LEVENS, M. Marketing: Defined, Explained, Applied. 3rd. New Jersey: Pearson Custom Education, 2016. ISBN 978-1-323-61449-5. info
Assessment methods (in Czech)
Attendance in seminars (min. 50 %), seminar project (40 %), final written exam(60 %).
Language of instruction
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
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