OPF:PEMBKMAR Marketing - Course Information

PEMBKMAR Marketing

Extent and Intensity

0/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Miroslava Heczková, Ph.D. (lecturer)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)

Guaranteed by

Ing. Miroslava Heczková, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.

Prerequisites

None

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• European Integration (programme OPF, B_HOSPOL)
• Accounting and Taxes (programme OPF, B_EKOMAN)
• Public Economy and Administration (programme OPF, B_HOSPOL)

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

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

One-to-One tutorial
Skills demonstration
Students' self-study

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]
Konzultace	6
Ostatní studijní zátěž	64
Přednáška	6
Zkouška	40
Summary	116

• Enrolment Statistics (Winter 2015, recent)
  
• Permalink: https://is.slu.cz/course/opf/winter2015/PEMBKMAR