BPH_AMA1 Marketing

Faculty of Economics and Administration
Spring 2026
Extent and Intensity
2/2/0. 8 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
doc. Ing. Dušan Mladenović, Ph.D. (lecturer)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (lecturer)
Prateek Kalia, Ph.D. (lecturer)
Prateek Kalia, Ph.D. (seminar tutor)
doc. Ing. Ondřej Částek, Ph.D. (lecturer)
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
! 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 72 student(s).
Current registration and enrolment status: enrolled: 0/72, only registered: 104/72, only registered with preference (fields directly associated with the programme): 87/72
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

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
  • 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
  • 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
Teaching methods
Primary teaching methods used 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.
Assessment methods
Final written test (closed answers), team projects and their defence during seminars.
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%.
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
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught every week.
Information on course enrolment limitations: The course is possible to register only if no similar course of Marketing basics has been passed before
Information about innovation of course.
Tento předmět byl vytvořen/inovován za podpory EU, Next Generation, Národního plánu obnovy a Ministerstva školství, mládeže a tělovýchovy v rámci projektu NPO 7.4. – Podpora zelených dovedností a udržitelnosti na MU, reg. č. 0016/NPO74_PZDU_VS.

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This course was created/innovated with the support of the EU, Next Generation, the National Recovery Plan, and the Ministry of Education, Youth, and Sports as part of the NPO 7.4 project – Support for Green Skills and Sustainability at MU, reg. no. 0016/NPO74_PZDU_VS.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2024, Spring 2025.
  • Enrolment Statistics (recent)
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