OPF:PEMBPMKT Marketing - Course Information

PEMBPMKT Marketing

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Martin Klepek, Ph.D. (lecturer)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
Ing. Radka Bauerová, Ph.D. (seminar tutor)
doc. Ing. Martin Klepek, 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.

Prerequisites

None

Course Enrolment Limitations

The course is offered to students of any study field.

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.

Syllabus

• 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

Literature

required literature
• HECZKOVÁ, M. Marketing. Karviná: OPF SLU Karviná, 2014. info
• KOTLER, P. a K. L. KELLER. Marketing and management. Praha: Grada Publishing, 2013. ISBN 978- 80-247-4150-. info
• KARLÍČEK, M. Základy marketingu. Praha: Grada Publishing, 2013, 2013. ISBN 978-80-247-4208-3. info

recommended literature
• EGER, L. Komerční komunikace. Plzeň: ZČU, 2014. ISBN 978-80-261-0352-3. info
• MATUŠÍNSKÁ, K. and M. STOKLASA. Marketing in Theory and Practice in a new and modern way. Karviná: SU OPF, 2014. ISBN 978-80-7510-044-3. info
• TUTEN, T. and M. SALOMON. Social media marketing. Harlow: Pearson education, 2014. ISBN 9781292023533. info
• SHARP, B. Marketing: theory, evidence, practice. Melbourne: Oxford University Press, 2013. ISBN 9780195573558. info
• HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8. info
• JAKUBÍKOVÁ, J. Strategický marketing: strategie a trendy. Praha: Grada, 2013. ISBN 978-80-247-4670-8. info
• JOBBER, D. and J. FAHY. Foundations of Marketing. Londýn: McGraw-Hill, 2012. ISBN 9780077137014. info
• KOZEL, R., L. MYNÁŘOVÁ a H. SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6. info
• JAHODOVÁ, H. a J. PŘIKRYLOVÁ. Moderní marketingová komunikace. Praha: Grada, 2010. ISBN 97880-247-3622-8. info
• GRÖNROOS, CH. Service management and marketing: customer management in service competition. Chichester: John Wiley & Sons, 2007. ISBN 978-0-470-02862-9. info

Teaching methods

One-to-One tutorial
Skills demonstration
Seminar classes
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.

Teacher's information

Midterm test, written form of the test, other load

Activity	Difficulty [h]
Ostatní studijní zátěž	37
Přednáška	39
Zkouška	40
Summary	116

• Enrolment Statistics (Winter 2018, recent)
  
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