Course: Introduction to Marketing in English

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Course title Introduction to Marketing in English
Course code KMO/AMTGA
Organizational form of instruction Lecture + Tutorial
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction English
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
Lecturer(s)
  • Hommerová Dita, Ing. Ph.D., MBA
  • Mičík Michal, Ing.
Course content
- Introduction to marketing and its role in society - Market and targeted marketing - Market analysis - Psychology of customer behavior in the B2B and B2C market - Market research - Marketing planning - Marketing mix - product - Marketing mix - distribution - Marketing mix - price - Marketing mix - promotion - Introduction to services marketing - Marketing trends Additional information for the students of the combined form of study is on the COURSEWARE.

Learning activities and teaching methods
Lecture with practical applications, E-learning, Multimedia supported teaching, Students' portfolio, Individual study, Self-study of literature, Practicum
  • Preparation for an examination (30-60) - 40 hours per semester
  • Contact hours - 39 hours per semester
  • Undergraduate study programme term essay (20-40) - 25 hours per semester
learning outcomes
professional knowledge
to explain the role of marketing, marketing planning and business information systems
to understand the need of analysis of marketing environment and environmental factors
to compare marketing and other business concepts
professional skills
to apply theoretical basics of marketing and marketing orientations in the business practice
to apply marketing mix, perform and present marketing plan project
general eligibility
N/A
N/A
N/A
teaching methods
professional knowledge
Lecture with practical applications
E-learning
Multimedia supported teaching
Self-study of literature
professional skills
Practicum
Students' portfolio
general eligibility
Students' portfolio
E-learning
Lecture with practical applications
Multimedia supported teaching
Self-study of literature
Practicum
assessment methods
professional knowledge
Written exam
Seminar work
professional skills
Skills demonstration during practicum
general eligibility
Written exam
Seminar work
Skills demonstration during practicum
Recommended literature
  • Boučková, Jana. Marketing. Praha, 2003. ISBN 80-7179-577-1 .
  • Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
  • Kotler, Philip; Armstrong, Gary. Principles of Marketing. ninth ed. New Jersey : Prentice-Hall, 2001. ISBN 0-13-029368-7.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
  • Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
  • Světlík, Jaroslav. Marketing - cesta k trhu. Plzeň, 2005. ISBN 80-86898-48-2 .
  • Vaštíková, Miroslava. Marketing služeb: efektivně a moderně. Praha : Grada, 2008. ISBN 978-80-247-2721-9.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester