PEMBPMAR 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)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
Ing. Daniel Kvíčala, 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.
Tue 10:35–12:10 VS
  • Timetable of Seminar Groups:
PEMBPMAR/01: Mon 17:15–18:00 A211, D. Kvíčala
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( P ) && ( 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 5 student(s).
Current registration and enrolment status: enrolled: 0/5, only registered: 0/5
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to provide students with up-to-date knowledge about the nature and functioning of contemporary marketing. The first part explains the basic concepts and principles of marketing. The next part is devoted to the analysis of the marketing environment, the management of marketing information and the characteristics of consumer and B2B markets, their behaviour and the decision-making processes that take place in these markets. The main part of the course focuses on the characteristics of individual marketing mix tools - product, price, place and promotion tools. The final chapter introduces the issues of marketing strategy and brand management.
Learning outcomes
  • 1. The nature, concept and meaning of marketing
    2. Marketing environment
    3. Marketing research
    4. Analysis of B2B markets and competitors
    5. Analysis of consumer markets
    6. Market Segmentation, Targeting and Positioning
    7. Pricing
    8. Product Availability and Distribution Policy
    9. Marketing communication
    10. Product and product policy
    11. Preparation of marketing strategies and plans
    12. Brand management
    required literature
  • 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
Combined exam
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Teacher's information
Midterm test, combined exam, other load
Activity Difficulty [h]
Ostatní studijní zátěž 37
Přednáška 39
Zkouška 40
Summary 116
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
  • Enrolment Statistics (recent)
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