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)
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)

(! 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: 0/96

fields of study / plans the course is directly associated with

• Business Management (programme ESF, B-EKM)
• Business Management (programme ESF, B-PEM)

Course objectives

The course is the introduction to marketing. Its aim is to equip students with necessary knowledge and ability to independently realise parts of process of marketing plan development.

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;
- describe various elements of the marketing mix;
- explain the specifics of marketing mix management;
- identify key points of consumer purchasing behavior from the point of view of marketing;
- use correctly specific methods of analysis of the marketing environment;
- evaluate aims according to SMART rule;
- create a marketing plan on the basis of the acquired knowledge;
- apply the chosen apps 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 the topic (evolution of the view of the function of marketing, specific marketing management concepts, different types of marketing, the marketing mix);
• - corporate environment (difference between macro and micro environment, detailed definition of corporate macro environmental factors, detailed definition of corporate micro environmental factors, 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);
• - purchasing behaviour of customers (purchase behaviour models, psychological factors influencing purchasing behaviour, current researches in purchasing behaviour);
• - product (identity and image, layers of the product, production line, production mix, brand and brand policy, demonstration on specific examples, product life cycle and relevant strategies, criticism of the conception of product life cycle, portfolio analysis and relevant models, criticism of portfolio analysis);
• - price (basic and specific view of price in marketing concept, factors influencing the method of price determination, pricing strategies);
• - 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, advantages and disadvantages);
• - promotion (integrated communication mix, instruments of communication mix and methods of budget setting)

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 (closed answers), 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 (Spring 2025, recent)
  
• Permalink: https://is.muni.cz/course/econ/spring2025/BPH_MAR1