PEMBAPOM Principles of Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2021
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
doc. Ing. Martin Klepek, Ph.D. (přednášející)
Ing. Kateřina Matušínská, Ph.D. (přednášející)
doc. Ing. Halina Starzyczná, Ph.D. (přednášející)
Garance
doc. Ing. Halina Starzyczná, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.
Mateřské obory/plány
Cíle předmětu
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.
Osnova
  • 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.
Literatura
    povinná literatura
  • FAHY, J a JOBBER. Foundations of Marketing. Foundations of Marketing. London: McGraw-Hill Education, 2019. ISBN 978-1-5268-4734-8. info
  • MATUŠÍNSKÁ, Kateřina, Martin KLEPEK a Michal STOKLASA. Marketing in Theory and Practice. Karviná: SU Opava, OPF Karviná, 2019, 183 s. ISBN 978-80-7510-341-3. info
  • KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 15th. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09262-1. info
    doporučená literatura
  • PELSMACKER, P, M GEUENS a 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 a J L GRAHAM. International marketing. New York: Mc Graw Hill, 2019. ISBN 978-1-260-54787-0. info
  • KERIN, A a HARTLEY. Marketing: The Core. 7th. New York: McGraw-Hill Education, 2018. ISBN 978-1-259-71236-4. info
  • KOTLER, P a ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
  • MALHOTRA, N K, D NUNAN a 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
Metody hodnocení
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.
Vyučovací jazyk
Angličtina
Předmět je zařazen také v obdobích zima 2022, zima 2024.