PEMBAPOM Principles of Marketing

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Martin Klepek, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Timetable
Mon 14:45–16:20 B208
  • Timetable of Seminar Groups:
PEMBAPOM/01: Mon 16:25–17:15 B208, M. Klepek
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Learning outcomes

Student can explain and critically interpret the substance and functions of marketing, including key concepts such as needs, wants, demands, exchange, relationships, and the evolution of marketing thought. Analyze the marketing environment (macro, external micro, internal micro) and evaluate strategic responses to environmental changes using tools such as SWOT analysis. Design and justify an appropriate marketing research project, including formulation of research questions, selection of research design, and choice of qualitative or quantitative methods. Interpret and present marketing research findings and use them to support managerial decision-making. Analyze consumer behavior in B2C markets and apply the STP process (segmentation, targeting, positioning) to develop a clearly defined market strategy. Compare B2C and B2B markets, explain differences in buying behavior and purchasing processes, and assess implications for marketing management, including CRM approaches. Design a comprehensive marketing mix strategy that integrates product, pricing, distribution, and marketing communication decisions

Syllabus
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.
Literature
    required literature
  • Sharp, B. (2013). Marketing: Theory, evidence, practice. Oxford University Press. ISBN 9780195573565
  • Fahy, J., & Jobber, D. (2019). Foundations of marketing (6th ed.). McGraw-Hill Education. ISBN 9781526847348
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed., Global ed.). Pearson Education Limited. ISBN 9781292092621
  • Matušínská, K., Klepek, M., & Stoklasa, M. (2018). Marketing in theory and practice (3rd ed.). SU OPF. ISBN 9788075103413
    recommended literature
  • Sharp, B. (2010). How brands grow: What marketers don’t know. Oxford University Press. ISBN 9780195573565
  • Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research: An applied approach (5th ed.). Pearson Education Limited. ISBN 9781292103129
  • De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2021). Marketing communications: A European perspective (7th ed.). Pearson Education Limited. ISBN 9781292327891
Teaching methods
Lecture, seminar with active participation in assignments and case studies, team project.
Assessment methods
Student Requirements: Attendance at seminars (minimum 50% attendance).
Assessment Methods: Seminar paper and its presentation (40% of the grade), written exam (60% of the grade).
Language of instruction
English
The course is also listed under the following terms Accreditation winter, Winter 2021, Winter 2022, Winter 2024, Winter 2025.
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