PEMBPMKT Marketing

School of Business Administration in Karvina
Winter 2024
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Veronika Goldmanová (seminar tutor)
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 9:45–11:20 VS
  • Timetable of Seminar Groups:
PEMBPMKT/01: Mon 14:45–15:30 MS, D. Kvíčala
PEMBPMKT/02: Mon 15:35–16:20 MS, D. Kvíčala
PEMBPMKT/03: Mon 17:15–18:00 MS, D. Kvíčala
PEMBPMKT/05: Tue 16:25–17:10 A217, D. Kvíčala
PEMBPMKT/06: Tue 15:35–16:20 A217, D. Kvíčala
PEMBPMKT/07: Mon 15:35–16:20 A111, V. Goldmanová
PEMBPMKT/08: Mon 16:25–17:10 A111, V. Goldmanová
PEMBPMKT/11: Mon 14:45–15:30 VYAULA, V. Goldmanová
PEMBPMKT/16: Tue 1. 10. 8:55–9:40 D036, M. Klepek
Prerequisites
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P)
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 480 student(s).
Current registration and enrolment status: enrolled: 252/480, only registered: 0/480
fields of study / plans the course is directly associated with
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.Nerelevantní
Learning outcomes
Irrelevant
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, M and KOL. Základy marketingu. 2nd ed. Praha: Grada Publishing, 2018. ISBN 978-80-247-5869-5. info
  • KOTLER, P. a K. L. KELLER. Marketing and management. Praha: Grada Publishing, 2013. ISBN 978- 80-247-4150-. info
  • SHARP, B. Marketing: theory, evidence, practice. Melbourne: Oxford University Press, 2013. ISBN 9780195573558. info
    recommended literature
  • 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
  • TUTEN, T. and M. SALOMON. Social media marketing. Harlow: Pearson education, 2014. ISBN 9781292023533. 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
  • JOBBER, D. and J. FAHY. Foundations of Marketing. Londýn: McGraw-Hill, 2012. ISBN 9780077137014. 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)
Study Materials
The course can also be completed outside the examination period.
Teacher's information
Student requirements: mandatory active participation in seminars.
Evaluation methods: minimum 60% (activity during the semester 20% of the evaluation), written midterm test (20% of the evaluation), combined exam (60% of the evaluation), bonus points for preparing and defending the conspectus.
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/PEMBPMKT