OPF:PEMBPMAG Marketing - Course Information
PEMBPMAG Marketing
School of Business Administration in KarvinaWinter 2023
- Extent and Intensity
- 2/1/0. 4 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Daniel Kvíčala, Ph.D. (seminar tutor) - Guaranteed by
- doc. Ing. Martin Klepek, 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:
- Prerequisites
- FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && (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 66 student(s).
Current registration and enrolment status: enrolled: 0/66, only registered: 0/66 - fields of study / plans the course is directly associated with
- Managerial Informatics (programme OPF, B_SYSINF)
- Business Economics and Management (programme OPF, B_EKOMAN, specialization Economy of Tourism)
- Business Economics and Management (programme OPF, B_EKOMAN, specialization Corporate Finance)
- Business Economics and Management (programme OPF, B_EKOMAN, specialization Hotel Management)
- Business Economics and Management (programme OPF, B_EKOMAN, specialization Marketing and Trade)
- Business Economics and Management (programme OPF, B_EKOMAN, specialization Business)
- Social Management (programme OPF, B_HOSPOL)
- Public Economy and Administration (programme OPF, B_HOSPOL)
- 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.
- 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
- 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
- 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
- Midterm test, combined exam, other load
Activity Difficulty [h] Ostatní studijní zátěž 37 Přednáška 39 Zkouška 40 Summary 116
- Enrolment Statistics (recent)
- Permalink: https://is.slu.cz/course/opf/winter2023/PEMBPMAG