OPF:PEMBAPOM Principles of Marketing - Course Information

PEMBAPOM Principles of Marketing

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Kateřina Matušínská, 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.

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

• Economics and Management (programme OPF, B_EME)

Course objectives

The aim of the course is to introduce students to the basic aspects of marketing. It is an introduction to the marketing philosophy and marketing orientation of companies. It also includes a description of the marketing mix and the process of market segmentation. Marketing research, covered in lectures, also plays an important role in the marketer's decision making. The course also provides a basic understanding of marketing strategy.

Syllabus

• 1. The substance, concept and functions of marketing
  Marketing definition. Marketing concepts. Marketing cycle. Needs, wants and demands. Marketing supply. Exchange, transaction and relations. Key customer markets. Stages of marketing development. Traditional marketing mix 4Ps. Marketing mix 4Cs. Marketing mix 7Ps.
  2. Management of marketing activity and analysis of the marketing environment
  Marketing strategy definition. Designing a marketing strategy. Marketing plan elements. Marketing implementation. Controlling marketing activities. Marketing environment and its description. Marketing macroenvironment. Marketing external microenvironment. Marketing internal microenvironment. SWOT analysis. Response to environmental change.
  3. Marketing research
  Typology of marketing research. Research design and creation of research questions. Primary and secondary data. Quantitative and qualitative approaches. Research methods and techniques. Data collection and analysis. Evaluation and presentation of acquired data. Decision-making based on the results of marketing research.
  4. Consumer behavior on B2C market, STP process
  Factors influencing consumer behavior. The buying decision process. Creating Long-Term Loyalty Relationships. Segmentation – definition, characterization of segments, segmentation criteria, reverse segmentation. Targeting - definition, targeting strategy, market niche. Positioning - definition and meaning, types of position strategies, position map, repositioning.
  5. B2B markets
  Differences between B2C and B2C markets. Participants of the trade purchasing process. Buying situations. The trade purchasing process. Behavioural model of trade purchase process. Institutional and government markets. CRM on B2C markets.
  6. Marketing mix – product, price, place
  The product as a value creation tool for the customer. Product development phase. Product lifecycle and its implications for marketing management. Pricing methods using costs, competition and customers. Pricing tactics. Psychological aspects of price perception. Product availability. Types of retail units and distribution of FMCG goods.
  7. Marketing mix – marketing communication
  Definition and development of marketing communication. Basic concepts related to marketing communications. Brief characteristics of individual elements of marketing communication mix - advertising, sales promotion, personal sales, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
  

Literature

required literature
• FAHY, J and JOBBER. Foundations of Marketing. Foundations of Marketing. London: McGraw-Hill Education, 2019. ISBN 978-1-5268-4734-8. info
• MATUŠÍNSKÁ, Kateřina, Martin KLEPEK and Michal STOKLASA. Marketing in Theory and Practice. Karviná: SU Opava, OPF Karviná, 2019, 183 pp. ISBN 978-80-7510-341-3. info
• KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 15th. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09262-1. info

recommended literature
• PELSMACKER, P, M GEUENS and J BERGH. Marketing Communications: a European Perspective. 7th. Harlow: Pearson Education Limited, 2021. ISBN 978-1-292-32789-1. info
• CATEORA, P R, M C GILLY and J L GRAHAM. International marketing. New York: Mc Graw Hill, 2019. ISBN 978-1-260-54787-0. info
• KERIN, A and HARTLEY. Marketing: The Core. 7th. New York: McGraw-Hill Education, 2018. ISBN 978-1-259-71236-4. info
• KOTLER, P and ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
• MALHOTRA, N K, D NUNAN and D F BIRKS. Marketing Research: an applied approach. New York: Pearson, 2017. ISBN 978-1-292-10312-9. info
• LEVENS, M. Marketing: Defined, Explained, Applied. 3rd. New Jersey: Pearson Custom Education, 2016. ISBN 978-1-323-61449-5. info
• SHARP, B. Marketing: theory, evidence, practice. Melbourne: Oxford University Press, 2013. ISBN 9780195573558. info

Assessment methods

Compulsory active participation in seminars at least 50%, seminar paper and its presentation (40% of the evaluation), examination test (60% of the evaluation), minimum required number of points for passing the course 60% of the total number of points.

Language of instruction

English

• Enrolment Statistics (Winter 2021, recent)
  
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