OPF:PEMBKMAG Marketing - Course Information
PEMBKMAG Marketing
School of Business Administration in KarvinaWinter 2019
- Extent and Intensity
- 12/0/0. 4 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Martin Klepek, Ph.D. (lecturer)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer) - 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. - Timetable
- Fri 1. 11. 9:45–11:20 AULA, Fri 22. 11. 9:45–11:20 AULA, Fri 13. 12. 9:45–11:20 AULA
- Prerequisites
- FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( K ) && ( ROCNIK ( 2 ) || ROCNIK ( 3 ))
None - 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 198 student(s).
Current registration and enrolment status: enrolled: 1/198, only registered: 0/198 - fields of study / plans the course is directly associated with
- there are 7 fields of study the course is directly associated with, display
- 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
- 1. Principle, concept and importance of marketing
- Literature
- required literature
- HECZKOVÁ, M. Marketing. Karviná: OPF SLU Karviná, 2014. info
- 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
- 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
- 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 2019, recent)
- Permalink: https://is.slu.cz/course/opf/winter2019/PEMBKMAG