MPH_MARF Marketing

Faculty of Economics and Administration
Spring 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Ondřej Částek, Ph.D. (lecturer)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (lecturer)
Prateek Kalia, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
doc. Ing. Ondřej Částek, Ph.D. (seminar tutor)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (seminar tutor)
Prateek Kalia, Ph.D. (seminar tutor)
Ing. Ladislava Kuchynková, Ph.D. (seminar tutor)
Ing. Dušan Mladenović, Ph.D. (seminar tutor)
Guaranteed by
Ing. Renata Čuhlová, Ph.D., BA (Hons)
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Prerequisites (in Czech)
FAKULTA(FaF) && SOUHLAS
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course is the introduction to basics of marketing. Its aim is to equip students with necessary knowledge and skills to to explain the specifics in analyzing the marketing environment in relation to pharmacy industry and independently implement parts of the process of marketing plan.
Learning outcomes
At the end of the course, students should be able to:
- explain various perspectives of marketing management, marketing in general and its various types;
- use correctly specific methods of analysis of the marketing environment in regards of the marketing goal;
- identify the marketing persona and to link information about him/her to the next steps in the marketing plan development process;
- transfer analysis results into marketing strategy and specific tactics; describe various elements of the marketing mix;
- create a marketing plan.
Syllabus
  • The course consists of lectures.
  • Topics:
  • - introduction to the topic (key terminology, role of marketing in the company, specific marketing management concepts, different types of marketing, the marketing mix);
  • - corporate environment (difference between macro and micro environment, definition of corporate macro and micro environmental factors, analyses definition (SWOT analysis, STEP analysis, Porter analysis of five competitive forces);
  • - segmentation, targeting, positioning; persona;
  • - marketing research (relevance of marketing research, types of marketing research, their advantages and disadvantages, selection of a sample group);
  • - purchasing behaviour of customers (purchase behaviour models, psychological factors influencing purchasing behaviour, current research in purchasing behaviour in relevant field);
  • - product;
  • - price;
  • - distribution;
  • - promotion (instruments of communication mix, trends);
  • - marketing plan
Literature
    required literature
  • KOTLER, Philip, Kevin Lane KELLER, Mairead BRADY, Malcolm GOODMAN and Torben HANSEN. Marketing management. 4th European edition. Harlow, England: Pearson, 2019, xxxvii, 80. ISBN 9781292248448. info
    recommended literature
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Translated by Martin Machek - Tomáš Juppa. 14. vyd. Praha: Grada, 2013, 814 s. ISBN 9788024741505. URL info
  • HOOLEY, Graham J., Brigitte NICOULAUD, John M RUDD and Nick LEE. Marketing strategy and competitive positioning. Seventh edition. Harlow, England: Pearson, 2020, 1 online. ISBN 9781292276571. URL info
  • KOUDELKA, Jan. Spotřebitelé a marketing. 1. vydání. Praha: C.H. Beck, 2018, 354 stran. ISBN 9788074006937. info
Teaching methods
Lectures combined with class discussion.

Basic literature is available in both English and Czech.
Assessment methods
Final written test (closed answers), team project and its defence.
The final evaluation of the course is given by the score from the final test. The test consists of closed-ended questions.
The minimal score to get in final evaluation needed to pass the course is 60%.
Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.
If the student enrols in the course at the time of his/her trip abroad, the same conditions apply, i.e. he/she must take an exam on the content of the lectured topics.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
Information on completion of the course: Pro připuštění ke zkoušce je třeba vypracovat, odevzdat a prezentovat zadané seminární práce.
The course is taught annually.
The course is taught: every week.
General note: Předmět je určen pro studenty Farmacie. Nezapisují si studenti ESF MU.
The course is also listed under the following terms Spring 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2024/MPH_MARF