OPF:PEMBPMKT Marketing - Course Information
PEMBPMKT Marketing
School of Business Administration in KarvinaWinter 2021
- 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)
doc. Ing. Martin Klepek, Ph.D. (seminar tutor)
Ing. Daniel Kvíčala, Ph.D. (seminar tutor)
Ing. Ondřej Mikšík (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. - Timetable
- Tue 10:35–12:10 VS
- Timetable of Seminar Groups:
PEMBPMKT/03: Wed 13:55–14:40 A216, O. Mikšík
PEMBPMKT/04: Wed 13:05–13:50 A216, O. Mikšík - Prerequisites
- FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( P )
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 101 student(s).
Current registration and enrolment status: enrolled: 3/101, only registered: 0/101 - fields of study / plans the course is directly associated with
- Tourist Industry and Tourism (programme OPF, B_CRT)
- Digitální Business (programme OPF, B_DB)
- Finance and Accounting (programme OPF, B_FU)
- Innovative Entrepreneurship (programme OPF, B_IP)
- Management v sociálních službách (programme OPF, B_MSS)
- Managerial Informatics (programme OPF, B_MI)
- Marketing (programme OPF, B_MAR)
- International Trade (programme OPF, B_MZO)
- Business (programme OPF, B_EM)
- Course objectives
- The aim of the course is to provide students with up-to-date knowledge about the nature and functioning of contemporary marketing. The first part explains the basic concepts and principles of marketing. The next part is devoted to the analysis of the marketing environment, the management of marketing information and the characteristics of consumer and B2B markets, their behaviour and the decision-making processes that take place in these markets. The main part of the course focuses on the characteristics of individual marketing mix tools - product, price, place and promotion tools. The final chapter introduces the issues of marketing strategy and brand management.Nerelevantní
- Learning outcomes
- Irrelevant
- Syllabus
- 1. The nature, concept and meaning of marketing
2. Marketing environment
3. Marketing research
4. Analysis of B2B markets and competitors
5. Analysis of consumer markets
6. Market Segmentation, Targeting and Positioning
7. Pricing
8. Product Availability and Distribution Policy
9. Marketing communication
10. Product and product policy
11. Preparation of marketing strategies and plans
12. Brand management
- 1. The nature, concept and meaning of marketing
- 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
- Combined exam
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- Study Materials
The course can also be completed outside the examination period. - Teacher's information
Activity Difficulty [h] Ostatní studijní zátěž 37 Přednáška 39 Zkouška 40 Summary 116
- Enrolment Statistics (Winter 2021, recent)
- Permalink: https://is.slu.cz/course/opf/winter2021/PEMBPMKT