PEMBPMKT Marketing

School of Business Administration in Karvina
Winter 2024
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Daniel Kvíčala, Ph.D. (seminar tutor)
Ing. Ondřej Mikšík (seminar tutor)
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.
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 264 student(s).
Current registration and enrolment status: enrolled: 0/264, only registered: 0/264
fields of study / plans the course is directly associated with
there are 10 fields of study the course is directly associated with, display
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.Nerelevantní
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
  • HECZKOVÁ, M. Marketing. Karviná: OPF SLU Karviná, 2014. info
  • KOTLER, P. a K. L. KELLER. Marketing and management. Praha: Grada Publishing. ISBN 978- 80-247-4150-. 2013. info
  • KARLÍČEK, M. Základy marketingu. Praha: Grada Publishing, 2013. ISBN 978-80-247-4208-3. 2013. info
    recommended literature
  • EGER, L. Komerční komunikace. Plzeň: ZČU. ISBN 978-80-261-0352-3. 2014. info
  • MATUŠÍNSKÁ, K. and M. STOKLASA. Marketing in Theory and Practice in a new and modern way. Karviná: SU OPF. ISBN 978-80-7510-044-3. 2014. info
  • TUTEN, T. and M. SALOMON. Social media marketing. Harlow: Pearson education. ISBN 9781292023533. 2014. info
  • SHARP, B. Marketing: theory, evidence, practice. Melbourne: Oxford University Press. ISBN 9780195573558. 2013. info
  • HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing. ISBN 978-80-247-4711-8. 2013. info
  • JAKUBÍKOVÁ, J. Strategický marketing: strategie a trendy. Praha: Grada. ISBN 978-80-247-4670-8. 2013. info
  • JOBBER, D. and J. FAHY. Foundations of Marketing. Londýn: McGraw-Hill. ISBN 9780077137014. 2012. info
  • KOZEL, R., L. MYNÁŘOVÁ a H. SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada. ISBN 978-80-247-3527-6. 2011. info
  • JAHODOVÁ, H. a J. PŘIKRYLOVÁ. Moderní marketingová komunikace. Praha: Grada. ISBN 97880-247-3622-8. 2010. info
  • GRÖNROOS, CH. Service management and marketing: customer management in service competition. Chichester: John Wiley & Sons. ISBN 978-0-470-02862-9. 2007. info
Teaching methods
One-to-One tutorial
Skills demonstration
Seminar classes
Students' self-study
Assessment methods
Combined exam
Language of instruction
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
Activity Difficulty [h]
Ostatní studijní zátěž 37
Přednáška 39
Zkouška 40
Summary 116
The course is also listed under the following terms Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2024, recent)
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