PEMBAMAR Marketing

School of Business Administration in Karvina
Winter 2018
Extent and Intensity
3/0/0. 4 credit(s). Type of Completion: zk (examination).
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
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.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
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 and strategic marketing planning. 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, availability and marketing communication tools. The final chapter focuses on the issue of services marketing and the use of marketing in small and medium companies.
  • 1. Principle, concept and importance of marketing
    2. Preparation of marketing strategies and plans
    3. Marketing Environment
    4. Acquiring marketing information
    5. Analysis of consumer market
    6. Analysis of B2B markets and competition
    7. Market Segmentation, Targeting and Positioning
    8. Product and product policy
    9. Availability of products and marketing logistics
    10. Price and price policy
    11. Marketing Communications
    12. Marketing Applications
    required literature
  • HECZKOVÁ, M. Marketing. Karviná: OPF SLU Karviná, 2014. info
  • MATUŠÍNSKÁ, K., STOKLASA, M. Marketing in Theory and Practice in a new and modern way. Karviná: OPF Karviná, 2014. ISBN 978-80-7510-044-3. info
  • KOTLER, P., KELLER, K. L. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013. ISBN 978-80-247-4150-5. info
  • KARLÍČEK, M. Základy marketingu. Praha: Grada Publishing, 2013, 2013. ISBN 978-80-247-4208-3. info
  • KOTLER, P., ARMSTRONG, G. Marketing. Praha: Victoria Publishing, 2004. ISBN 80-247-0513-3. info
    recommended literature
  • MATUŠÍNSKÁ, K., STOKLASA, M. Marketing in Theory and Practice. Karviná: OPF Karviná, 2012. info
  • KOTLER, P., KELLER, K. L. Marketing Management.14th. 2012. ISBN 978-0-13-210292-6. info
  • KOTLER, P., WONG, V., SAUNDERS, J. a ARMSTRONG, G. Moderní marketing. 4. evropské. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2. info
Teaching methods
Skills demonstration
Assessment methods
Written exam
Language of instruction
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
Midterm test, written form of the test, other load
ActivityDifficulty [h]
Ostatní studijní zátěž37
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017.
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