AIM International Marketing

Moravian Business College Olomouc
winter 2021
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Ing. Lenka Prachařová, Ph.D. (lecturer)
Ing. Lenka Prachařová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Miloslava Chovancová, CSc.
Moravian Business College Olomouc
Supplier department: Moravian Business College Olomouc
Thu 13:15–14:45 B2.445
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 aim of the subject is familiarization with the basis of marketing, explanation and understanding of initial principles of marketing and basic marketing terms ("4P" product, price, communication mix, distribution), market research, segmentation, purchase behaviour, etc.).
  • 1. Introduction to the Marketing for European markets
    2. Purchasing behaviour of european customers
    3. Product - characterization, classification, product life cycle
    4. Price - factors affecting pricing, method of pricing
    5. Marketing communication - advertising, sales promotion, public relations, personal selling, direct marketing, event marketing, integrated marketing communications
    6. Distribution - distribution channels, retail, wholesale, physical distribution
    required literature
  • DE PELSMACKER, Patrick, GEUENS, Maggie. Marketing communications: a European perspective. Harlow: Financial Times Prentice Hall, 2018. ISBN 978-1-292-13576-2. info
  • KOTLER, Philip, KELLER, Kevin Lane. Marketing management: a European perspective. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 01-321-0292-7. info
Assessment methods
Exam - written.
Language of instruction
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
Teacher's information
Exam - written.
The course is also listed under the following terms summer 2021.
  • Enrolment Statistics (recent)
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