PEMPMARA Marketing

School of Business Administration in Karvina
Winter 2014
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (lecturer)
Ing. Kateřina Matušínská, Ph.D. (seminar tutor)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
Guaranteed by
Department of Business Economics and Management – School of Business Administration in Karvina
Prerequisites
The course can be registered independently of other subjects.
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
Course objectives
Making the students acquainted with the marketing theory, its philosophical and social economical basis. It deals with the integrated concept, including all entrepreneurial activities and micro-economical areas. Preferentially, it will be presented as the developed knowledge of the unity of each top management employee to the ordinary worker of the company with the aim of generating not only the well-functioning sales management but also successful marketing decisions. The goal will be to show and substantiate theoretically to the students the growth of the practical application marketing areas to the width and depth including the changes of the marketing management instruments in mutual relations.
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 service marketing
    13. Lecture of specialist from practice
Literature
    required literature
  • KOTLER, P., KELLER, K. Marketing Management. Prentice Hall, 2008. ISBN 9780131357976. info
    recommended literature
  • MATUŠÍNSKÁ, K. a M. STOKLASA. Marketing in Theory and Practice. Karviná: OPF Karviná, 2012. info
  • PEELEN, E. Customer Relationship Management. Prentice Hall, 2005. ISBN 9780273681779. info
  • SCHLEGELMILCH, B., KEEGAN, W. J., STOETTINGER, B. Global Marketing Management. Prentice Hall, 2000. ISBN 9780138418267. info
Teaching methods
Skills demonstration
Assessment methods
Written exam
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
attendance in seminars 70 %, seminar paper, defence of seminar paper, final written exam
  • Enrolment Statistics (recent)
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