XMAR Marketing

Moravian Business College Olomouc
winter 2023
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Ing. Mgr. Renáta Pavlíčková, MBA (seminar tutor)
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
Timetable
Tue 13:00–14:30 B2.233 - Zéta
  • Timetable of Seminar Groups:
XMAR/01: Tue 8:00–9:30 B2.232, R. Pavlíčková
XMAR/02: Tue 9:30–11:00 B2.232, R. Pavlíčková
XMAR/03: Tue 14:45–16:15 B2.232, Š. Velčovská
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course introduces students to the concept of marketing as a modern concept of managing organization and activities. It explains the importance and position of marketing in structures of the organization, content and tools of modern marketing. A student acquires terms from marketing, including their interrelationships and links, the student will be able to define the essence of marketing, concepts and the importance of creation and implementation of quality marketing concepts for management needs of any organization. The student will become acquainted with the internal and external environment which affects the functioning of any organization, marketing approach to a market and market segmentation, marketing information system, consumer behavior, the essential parts of the marketing mix and the importance of strategic marketing management of organizations in terms of developed market economies.
Syllabus (in Czech)
  • Obsah předmětu:
    1. Úvod do marketingu (význam a vývoj).
    2. Globální marketing 21. století (aktuální trendy).
    3. Online marketing.
    4. Trh a marketingové prostředí.
    5. Marketingový informační systém a CRM.
    6. Marketingový výzkum.
    7. Marketingový mix + řízení produktu.
    8. Řízení ceny.
    9. Řízení distribuce.
    10. Řízení integrované marketingové komunikace.
    11. Marketing služeb.
    12. Etické aspekty marketingu.
Literature
    required literature
  • KOZEL ROMAN A MARTINA SASÍNKOVÁ. Marketing. Olomouc: Moravská vysoká škola Olomouc, 2018. info
  • KARLÍČEK, M. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5. info
  • TOMAN, M. Intuitivní marketing. Praha: Management Press, 2016. ISBN 978-80-7261-399-1. info
  • KOTLER, P. a K. L. KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5. info
    recommended literature
  • DE PELSMACKER, Patrick, GEUENS, Maggie. Marketing communications: a European perspective. Harlow: Financial Times Prentice Hall, 2018. ISBN 978-1-292-13576-2. info
  • DIBB, S., L. SIMKIN, W. M. PRIDE a O. C. FERRELL. Marketing: concepts and strategies. Andover: Cengage Learning, 2016. info
Teaching methods (in Czech)
Přednášení
Assessment methods (in Czech)
Zápočet: řešení a obhajoba případové studie, prezentace aktualit z oblasti marketingu, aktivní účast na cvičeních
Zkouška: semestrální projekt a kombinovaná zkouška

Language of instruction
Czech
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
Teacher's information
https://teams.microsoft.com/l/team/19%3a0516cc2c749c4390b1490717fe451b95%40thread.tacv2/conversations?groupId=e65e4a52-d445-4c5c-b569-6618394354f1&tenantId=ed27fc21-8d98-4df9-af69-7fce8cea652b

The course is also listed under the following terms winter 2020, summer 2021, winter 2021, Winter 2022, winter 2024.
  • Enrolment Statistics (winter 2023, recent)
  • Permalink: https://is.mvso.cz/course/mvso/winter2023/XMAR