OPF:MARBKMAR Marketing - Course Information

MARBKMAR Marketing

Extent and Intensity

0/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Miroslava Heczková, Ph.D. (lecturer)

Guaranteed by

Ing. Miroslava Heczková, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

None

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

• European Integration (programme OPF, B_HOSPOL)
• Accounting and Taxes (programme OPF, B_EKOMAN)
• Public Economy and Administration (programme OPF, B_HOSPOL)

Course objectives

The course Marketing in this case is understood as "Principles of Marketing". It means learning of basic terms and relationships in this scientific discipline. This course is also said as a gateway to all other marketing courses which are included in the module of the structured bachelor degree programs and these courses are based on basic marketing knowledge. The aim of the course is therefore to understand the ordinary business activities from the marketing employee´s or manager´s point of view, to acquire basic knowledge and understanding of marketing in the form of the knowledge of key terms, definitions, understanding the relationships and connections and to be able to deal with basic marketing problems related to customer satisfaction and the fulfillment of the business objectives of the company.

Syllabus

• 1. The substance, concept and functions of marketing
  2. Management of the marketing activity
  3. Analysis of the marketing environment
  4. Marketing information system and marketing research
  5. Consumer markets and the consumer's purchasing behaviour
  6. Market analysis of business organizations. The analysis of the branches and competition
  7. Identification of the market segments, the choice of the target markets
  8. Product and product's policy
  9. Selection and management of the marketing distribution ways and the market logistics
  10. Price, the formation of price strategies and programs
  11. Communication mixture
  12. International marketing and Services marketing
  13. Marketing of small and medium enterprises
  

Literature

required literature
• KEILLOR, B., D., 2013. Marketing in the 21st Century. 2013. ISBN 9781440828522. info
• KOTLER, P., KELLER, K. L. Marketing Management.14th. 2012. ISBN 978-0-13-210292-6. info
• KOTLER, P. a KOL. Moderní marketing. 4. evropské vydání. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2. info
• Kolektiv autorů. Základy marketingu. Praha: VŠE, 2005. ISBN 80-245-0587-8. info
• HECZKOVÁ, M. Marketing. Karviná SU OPF, 2004. ISBN 80-7248-239-4. info

recommended literature
• MATUŠÍNSKÁ, K. a M. STOKLASA. Marketing in Theory and Practice. Karviná: OPF Karviná, 2012. info
• PALMER, A. Introduction to Marketing. Oxford: Oxford University Press, 2009. ISBN 978-0-19-955744-8. info
• HECZKOVÁ, M. Marketing malých a středních firem. Karviná: SU OPF, 2006. ISBN 80-7248-356-0. info
• KOTLER, P., ARMSTRONG, G. Marketing. Praha: Victoria Publishing, 2004. ISBN 80-247-0513-3. info
• KOTLER, P. Marketing od A do Z. Praha: Management Press, 2003. ISBN 80-7261-082-1. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods

Written exam

Language of instruction

Czech

Further comments (probably available only in Czech)

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

Case study, defence of case study (presentation), final written exam

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	64
Přednáška	6
Zkouška	40
Summary	116

• Enrolment Statistics (recent)
  
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