Course: Marketing

« Back
Course title Marketing
Course code KMA/MARKE
Organizational form of instruction Lecture + Exercise
Level of course Master
Year of study not specified
Semester Summer
Number of ECTS credits 3
Language of instruction Czech
Status of course Optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Bohanesová Eva, Mgr. Ph.D.
  • Hubka Marek, Bc.
Course content
1. Introduction to the new marketing vision. 2. Strategic planning for relationship marketing. 3. Environmental analysis, ethics and social responsibility. 4. International and cross cultural marketing. 5. Marketing information, research and analysis. 6. Consumer buying behavior. 7. Organizational buying behavior. 8. Market segmentation, targeting and positioning. 9. Product value and product differentiation. 10. Product development and management. 11. Services marketing. 12. Pricing and value. 13. Pricing management. 14. Channel concepts and value chain management. 15. Wholesaling and Retailing. 16. Logistic management. 17. Integrated marketing communication. 18. Advertising and direct marketing. 19. Sales promotion and public relation. 20. Personal selling. 21. Sales management and customer relationship.

Learning activities and teaching methods
Lecture, Projection (static, dynamic)
  • Semestral Work - 25 hours per semester
  • Preparation for the Exam - 35 hours per semester
  • Attendace - 39 hours per semester
Learning outcomes
To understand various areas of marketing
Knowledge to have knowledge of particular areas of marketing, namely: environmental analysis, market research, consumer and organizational buying behavior, pricing and logistic management.
Prerequisites
KMA/PEM2 or knowledge from secondary school

Assessment methods and criteria
Oral exam, Seminar Work

Credit: the student has to turn in 3 - 4 course works. Exam (oral): the student has to prove understanding the subject.
Recommended literature
  • A. Bovée. (1989). Contemporary advertising. Irwing Illinois.
  • A. O. Putman. (1990). Marketing your services: A step by step guide for small businesses and professionals. Wiley.
  • A. Ries, J. Trout. Positioning: The battle for your mind. Mc Graw Hill.
  • A. Wheeler. (2006). Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley.
  • G. Ayling, J. Ayling. Rapid response advertising. Business and Professional publishing.
  • N. Terešenko, E. Tribunskaja, O. Koreň. (2005). Marketing. Vozmožna li praktika v style funk. Mann Ivanov i Šerber.
  • P. Kotler, G. Amstrong. (1991). Principles of Marketing. Prentice Hall Inc. Englewood Cliffs N.J.
  • S. Godin. (2001). Les Secrets du marketing viral. Maxima.
  • W. J. Keegan. (1989). Global marketing management. Prentice Hall Inc. Englewood Cliffs N.J.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Science Applications of Mathematics in Economy (2015) Mathematics courses - Summer