OPF:PEMBKMKT Marketing - Course Information
PEMBKMKT Marketing
School of Business Administration in KarvinaWinter 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
- Finance and Accounting (programme OPF, B_FU)
- Management v sociálních službách (programme OPF, B_MSS)
- Managerial Informatics (programme OPF, B_MI)
- Marketing (programme OPF, B_MAR)
- Trade and Marketing (programme OPF, B_EM)
- Business (programme OPF, B_EM)
- 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
- 1. The nature, concept and meaning of marketing
- 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
- Enrolment Statistics (recent)
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