ESF:BPH_MAR1 Marketing - Course Information

BPH_MAR1 Marketing

Extent and Intensity

2/2/0. 6 credit(s). Type of Completion: zk (examination).
In-person direct teaching

Teacher(s)

doc. Ing. Ondřej Částek, Ph.D. (lecturer)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (lecturer)
Prateek Kalia, Ph.D. (lecturer)
doc. Ing. Dušan Mladenović, Ph.D. (lecturer)
Ing. Ladislava Kuchynková, Ph.D. (seminar tutor)

Guaranteed by

Ing. Renata Čuhlová, Ph.D., BA (Hons)
Department of Business Management – Faculty of Economics and Administration
Contact Person: Bc. Tereza Krištof Tomešová
Supplier department: Department of Business Management – Faculty of Economics and Administration

Prerequisites (in Czech)

(! BPH_ZMAR Basic Marketing ) && (! BPH_AMA1 Marketing ) && (!NOWANY( BPH_AMA1 Marketing ))

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 96 student(s).
Current registration and enrolment status: enrolled: 0/96, only registered: 91/96

fields of study / plans the course is directly associated with

• Business Management (programme ESF, B-PEM)

Course objectives

The course provides an introduction to marketing. Its aim is to equip students with the knowledge and skills necessary to independently carry out the individual stages of the marketing plan development process. The course is enhanced with an environmental perspective, enabling students to integrate the principles of sustainability, responsible consumption, and ethical communication into marketing practice.

Learning outcomes

By the end of this course, the student will be able to:

- explain various perspectives on marketing management, marketing in general, and its different types;

- describe the elements of the marketing mix, including their application in the context of environmental sustainability;

- explain the principles of managing the marketing mix while incorporating responsible and ethical marketing practices;

- identify key trends in consumer buying behavior from a marketing perspective;

- correctly apply selected methods of marketing environment analysis;

- valuate goals using the SMART framework and formulate them in accordance with principles of transparency;

- develop a marketing plan based on acquired knowledge that reflects sustainable practices and supports responsible consumer behavior; 

- use selected applications for marketing purposes.

Syllabus

• The course consists of lectures (the content of each lecture is mentioned below) and seminars focusing on current corporate environment case studies. Lectures are given in English and seminars in Czech (more details in teaching methods below).
• Topics:
• - introduction to Marketing – an overview of key concepts (the evolution of perspectives on the role of marketing, various marketing management concepts, the role of marketing in promoting sustainable consumption, different types of marketing, the fundamentals of the marketing mix, and the basic principles of green marketing).
• - corporate environment (difference between macro and micro environment, detailed definition of factors and their impact on marketing strategies, analyses definition (SWOT analysis, STEP analysis, Porter analysis of five competitive forces);
• - segmentation, targeting, positioning;
• - marketing research (marketing information system and its relationship to marketing research, relevance of marketing research, types of marketing research, their advantages and disadvantages, research process and its demand for information, selection of a sample group);
• - consumer buying behaviour (models of consumer buying behavior, psychological factors influencing decision-making, factors motivating responsible consumption, barriers to sustainable purchase behavior and ways to overcome them, current research on consumer behavior;
• - product (identity and image, layers of the product, production line, production mix, brand and brand policy, environmental labelling, product life cycle and relevant strategies, criticism of the conception of product life cycle, portfolio analysis);
• - price (basic and specific view of price in marketing concept, factors influencing the method of price determination, pricing strategies,  the perception of a fair price by customers);
• - distribution (marketing distribution channel, levels of marketing distribution channel with their advantages and disadvantages, types of marketing distribution channels, types of marketing distribution system, types of distribution, sustainable distribution models);
• - promotion (integrated communication mix, tools of the communication mix, budget setting, communication of sustainable lifestyles, building environmental responsibility awareness, transparent promotion and prevention of greenwashing.

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

Primary teaching methods are lectures and seminars. Situational, discussion and staging teaching methods are used within the framework of seminars, which should link cognitive learning with social learning. Imitation mechanism is used in presentations of seminar projects of students teams too. Lectures are given in English and seminars in Czech or English, student can choose the language of the seminar. Similarly, students can choose the language of the test (English/Czech). Basic literature is available in both English and Czech. Those who wish to have this course recognized as fulfilling the requirement to take a course in English may enroll in BPH_AMA1. The course content is identical, but in BPH_AMA1 the seminars are conducted in English and the test is available only in English. The core literature remains in both Czech and English.

Assessment methods

Final written test (a combination of multiple choice and open-ended questions), team projects and their defence.
The final evaluation of the course is given by the weighted average of the values from the seminar works (weight 0.5), and from the final test (weight 0.5).
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 prepare a project, but individually, and then take an exam. It is advisable to contact the teacher at the beginning of the semester to agree on the project topic, study materials and completion process.

Language of instruction

Czech

Further comments (probably available only in Czech)

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.
Information on course enrolment limitations: Preference zápisu je dána studentům 2. a vyššího ročníku.

Listed among pre-requisites of other courses

• BPH_AMA1 Marketing
  !BKH_MAR1 && !BPH_MAR1 && !BKH_ZMAR && !BPH_ZMAR  

• Enrolment Statistics (recent)
  
• Permalink: https://is.muni.cz/course/econ/spring2026/BPH_MAR1