BPH_AMA1 Marketing

Ekonomicko-správní fakulta
jaro 2026
Rozsah
2/2/0. 8 kr. Ukončení: zk.
Vyučováno kontaktně
Vyučující
doc. Ing. Dušan Mladenović, Ph.D. (přednášející)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (přednášející)
Prateek Kalia, Ph.D. (přednášející)
Prateek Kalia, Ph.D. (cvičící)
doc. Ing. Ondřej Částek, Ph.D. (přednášející)
Garance
Ing. Renata Čuhlová, Ph.D., BA (Hons)
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Bc. Tereza Krištof Tomešová
Dodavatelské pracoviště: Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Předpoklady
! BKH_MAR1 Marketing && ! BPH_MAR1 Marketing && ! BKH_ZMAR Základy marketingu && ! BPH_ZMAR Základy marketingu
The course cannot be registered if some other course in marketing basics has been passed before.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 72 stud.
Momentální stav registrace a zápisu: zapsáno: 0/72, pouze zareg.: 107/72, pouze zareg. s předností (mateřské obory): 89/72
Jiné omezení: The course is possible to register only if no similar course of Marketing basics has been passed before
Mateřské obory/plány
Cíle předmětu
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.
Výstupy z učení

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.

Osnova
  • 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.

Literatura
    povinná literatura
  • KOTLER, Philip; Kevin Lane KELLER; Mairead BRADY; Malcolm GOODMAN a Torben HANSEN. Marketing management. 4th European edition. Harlow, England: Pearson, 2019, xxxvii, 80. ISBN 9781292248448. info
    doporučená literatura
  • HOOLEY, Graham J.; Brigitte NICOULAUD; John M RUDD a Nick LEE. Marketing strategy and competitive positioning. Seventh edition. Harlow, England: Pearson, 2020, 1 online. ISBN 9781292276571. URL info
Výukové metody
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.
Metody hodnocení
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.
Vyučovací jazyk
Angličtina
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Předmět je vyučován každoročně.
Výuka probíhá každý týden.
Informace k inovaci předmětu
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.

logo image
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.
Nachází se v prerekvizitách jiných předmětů
Předmět je zařazen také v obdobích jaro 2016, jaro 2017, jaro 2018, jaro 2019, jaro 2020, jaro 2021, jaro 2022, jaro 2023, jaro 2024, jaro 2025.
  • Statistika zápisu (nejnovější)
  • Permalink: https://is.muni.cz/predmet/econ/jaro2026/BPH_AMA1