PEMBKMAG Marketing

School of Business Administration in Karvina
Winter 2023
Extent and Intensity
12/0/0. 4 credit(s). Type of Completion: zk (examination).
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.
Sat 14. 10. 13:55–15:30 VS, Fri 10. 11. 13:55–15:30 VS, Fri 8. 12. 13:55–15:30 VS
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( K ) && ( ROCNIK ( 2 ) || ROCNIK ( 3 ))
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 59 student(s).
Current registration and enrolment status: enrolled: 2/59, only registered: 0/59
fields of study / plans the course is directly associated with
there are 7 fields of study the course is directly associated with, display
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.
Learning outcomes
  • 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
  • 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)
Study Materials
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.
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 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022.
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