XAMA Marketing

Moravian Business College Olomouc
winter 2023
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Šárka Velčovská, Ph.D. (lecturer)
doc. Ing. Šárka Velčovská, Ph.D. (seminar tutor)
Guaranteed by
Ing. Tomáš Jelínek, Ph.D.
Moravian Business College Olomouc
Supplier department: Moravian Business College Olomouc
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course introduces to students the view of marketing as a modern concept of managing an organization and its activities. It clarifies the meaning and role of marketing in an organization´s structures, the contents and tools of modern marketing. Students will understand term from the field of marketing including their mutual relationships and links, they will be able to define the core of marketing, the approach and meaning of creating and performing a good-quality marketing strategy for managing an organization. They will find out about internal and external environment that influences the operation of each organization, marketing approach to market and its structure, marketing information system, behaviour of consumers, basic parts of marketing mix and the importance of strategic marketing management in an organization under the conditions of a developed market economy.
Syllabus
  • 1. Introduction to marketing (meaning and development).
  • 2. Global marketing of the 21st century (current trends).
  • 3. Online marketing.
  • 4. Market and market environment.
  • 5. Marketing information system and CRM.
  • 6. Marketing research.
  • 7. Marketing mix and product management.
  • 8. Price management.
  • 9. Distribution management.
  • 10. Management of integrated marketing communication.
  • 11. Marketing of services.
  • 12. Ethical aspects of marketing.
Literature
    required literature
  • DIBB, S. L., W. M. PRIDE L. SIMKIN, and O. C. FERRELL. Marketing: Concepts and Strategies. 8th ed. Andover: Cengage Learning, 2019. ISBN 978-1-4737-6027-1. info
  • KOTLER, P. and G. ARMSTRONG. Principles of Marketing. 17th ed. Harlow: Pearson, 2017, 736 pp. ISBN 978-1-292-22028-4. info
  • IACOBUCCI, D. Marketing Management. 5th ed. Stamford: Cengage Learning, 2017, 352 pp. ISBN 978-1-285-42995-3. info
  • BRENNAN, R., L. CANNING and R. MCDOWELL. Business-to-Business Marketing. 4th ed. Los Angeles: SAGE, 2017. ISBN 978-1-4739-7344-2. info
    recommended literature
  • GODIN, S. This Is Marketing: You Can't Be Seen Until You Learn to See. 1st ed. London: Portfolio/Penguin, 2018, 288 pp. ISBN 978-0-525-54083-0. info
Assessment methods
Course credit: a case study + defence, presentation of news from the field of management, participation in the practical seminars. Examination: a term project and a combined examination
Language of instruction
English
Further Comments
Study Materials
The course is taught annually.
The course is taught: every week.
The course is also listed under the following terms winter 2021.
  • Enrolment Statistics (recent)
  • Permalink: https://is.mvso.cz/course/mvso/winter2023/XAMA