PEMBKMKT Marketing

School of Business Administration in Karvina
Winter 2024
Extent and Intensity
16/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Martin Klepek, Ph.D. (lecturer)
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
Sat 19. 10. 11:25–13:00 MS, Sat 9. 11. 11:25–13:00 MS, Sat 30. 11. 11:25–13:00 MS
Prerequisites
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K)
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 218 student(s).
Current registration and enrolment status: enrolled: 113/218, only registered: 2/218
fields of study / plans the course is directly associated with
Syllabus
  • 1. The nature, concept and meaning of marketing
    2. Consumer marketing research
    3. Empirical generalisations
    4. Analysis of the marketing environment
    5. Segmentation and targeting
    6. Brand positioning and brand assets
    7. Product development and product portfolio management
    8. Price and pricing policy
    9. Physical availability and distribution
    10. Marketing communication and mental availability
Literature
    required literature
  • KARLÍČEK, Miroslav. Základy marketingu. 2nd ed. Praha: Grada, 2018. ISBN 978-80-247-5869-5. info
  • TAHAL, R. Marketingový výzkum. Praha: Grada Publishing, 2017. info
  • 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
    recommended 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, P and ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
  • 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
  • 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
  • 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)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 16 HOD/SEM.
Teacher's information
Activity Difficulty [h]
Ostatní studijní zátěž 37
Přednáška 39
Zkouška 40
Summary 116
The course is also listed under the following terms Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.slu.cz/course/opf/winter2024/PEMBKMKT