BPH_AMA1 Marketing 1

Faculty of Economics and Administration
Spring 2020
Extent and Intensity
2/2/0. 8 credit(s). Type of Completion: zk (examination).
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
doc. Ing. Ondřej Částek, Ph.D. (lecturer)
Ing. Renata Čuhlová, Ph.D. (lecturer)
Ing. Anida Krajina, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Corporate Economy - Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Corporate Economy - Faculty of Economics and Administration
Thu 16:00–17:50 P312
  • Timetable of Seminar Groups:
BPH_AMA1/01: Thu 18:00–19:50 VT204, A. Klapalová, D. Mladenović
! BKH_MAR1 Marketing && ! BPH_MAR1 Marketing && ! BKH_ZMAR Basic Marketing && ! BPH_ZMAR Basic Marketing
The course cannot be registered if some other course in marketing basics has been passed before.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 24 student(s).
Current registration and enrolment status: enrolled: 17/24, only registered: 0/24, only registered with preference (fields directly associated with the programme): 0/24
fields of study / plans the course is directly associated with
Course objectives
The course is designed as the introduction to basic principles of marketing and to help students develop basic knowledge, skills, and attitudes that will prepare them to enter the field of marketing. It offers the basic theoretical framework of marketing, including segmentation, buyer behaviour, product management, marketing communications, channel management and pricing decisions are introduced on this subject. Students are also introduced to basic concepts in market research and management of marketing programs.
Learning outcomes
After passing this course students should be able to use (or at least to understand how to use) typical methods and tools of marketing management, to understand and to applicate marketing theory models into practical life (during the lectures case studies and empirical examples will be introduced).
  • 1. The Foundations of marketing. Marketing activities; Basic concepts in marketing – the parties in exchange, exchange, needs and want, value, market; Marketing management and marketing functions; Marketing management process • 2. Marketing theories. 3. Marketing environment. Components of marketing environment; Methods of analysis of macro environment; Analysis of 5 competitive forces; Analysis of microenvironment • 4. Marketing planning and forecasting. Corporate, business and marketing strategies; Process of marketing strategic decision making; Marketing planning; Components of marketing plan; Implementing and controlling of marketing plan • 5. Marketing research and marketing information systems (intelligence). Process of marketing research; Information resources – secondary and primary Methods of marketing research • 6. Buying behaviour of consumers and organizations. Consumers decision process and buying behaviour; Types of consumers purchasing decisions; Nature of organizational markets (b2b markets) and goods and services purchased; Organizational buying behaviour; Organizational purchase decision-making process • 7. Analysis of competition. Types of competition; Competitors behaviour analysis; Competitive strategies • 8. Market segmentation, targeting and positioning. Rationale for market segmentatio;n Identification of market segments and niches; The segmentation process; Targeting strategies; The positioning process and positioning strategies • 9. Marketing mix and product concept. Product classification, product mix and product line; Product life cycles; Branding; Services Strategy decisions for product lines; New product development • 10. Marketing mix and price. The role of pricing in marketing mix; Pricing objectives and pricing strategies; The price-setting process; Methods for setting a price level and prices; Adapting prices to market circumstances • 11. Marketing mix and marketing channels (place). Channel functions and institutions; Channel design and structure; Channel design decisions (objectives, number, physical distribution); Channel management decisions (channel power, channel control, channel members motivation) • 12. Marketing mix and promotion (communication). The functions of marketing promotion; Communication process; The promotion mix (advertising, sales promotion; 13. Marketing promotion (communication). Public relations; Personal selling; Managing promotion mix – integration of communication (objectives, selecting the right mix, budgeting, evaluation and control) •
    required literature
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Translated by Martin Machek - Tomáš Juppa. 14. vyd. Praha: Grada, 2013. 814 s. ISBN 9788024741505. info
    recommended literature
  • MCDONALD, M. and H. WILSON. Marketing plans :how to prepare them, how to use them. 7th ed. Chichester: Wiley, 2011. 573 pp. ISBN 978-0-470-66997-6. info
  • LEHMANN, Donald R. and Russell S. WINER. Analysis for marketing planning. 7th ed. Boston: McGraw-Hill, 2008. 299 s. ISBN 9780071263634. info
    not specified
  • KOTLER, Philip. Principles of Marketing. 4th European ed. Harlow: Prentice-Hall, 2005. xxxiv, 954. ISBN 0273684566. info
Teaching methods
The course is divided into the lectures and seminars. During the lectures knowledge related to the basic issues of marketing management are presented. During the lectures, discussions to the individual topics based on work assignments given by lecturers and case studies solution stand for the first part of learning methods. The second part is through team semestral work where students have to develop their own marketing plans for the specific purpose based on methodology that will be available in the beginning of course and present them during the seminars.
Assessment methods
The final grading is composed of: activity during the lectures (up to 12 points), short tests after every lecture - during the seminars (up to 12 points)-this could be substituted with two tests during the semester - 1 midterm test and one final test, case studies solutions (up to 12 points) and seminar work - marketing plan (up to 12 points individually)and final exam test (12 points). Grading: A 60 to 55 points B (54 to 50 points) C (49 to 45 points) D (44 to 40 points) E (39 to 35 points) F (34 points and less)
Language of instruction
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: The course is possible to register only if no similar course of Marketing basics has been passed before
The course is also listed under the following terms Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2021.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2020/BPH_AMA1