Basics of Marketing

Course guarantor:

Lecturer:

Tutor:

Supervisor:

Institute of Management Studies

Synopsis:

Concept and fundamental categories of modern marketing in a developed market economy, their core and contents. Methods and procedures of the main factors of a company's marketing mix. Mastery of the main marketing activity patterns.

Requirements:

No prerequisites.

Syllabus of lectures:

Syllabus of tutorials:

Study Objective:

This subject provides an introduction to the basic categories of modern marketing, especially marketing research, consumer behaviour and the application of marketing mix.

Study materials:

KOLEKTIV AUTORŮ: Základy marketingu, Praha, VŠE 2001, ISBN 80-7079-527-1. BOUČKOVÁ Jana a kol.: Marketing, Praha, C.H. Beck, 2003, ISBN 80-7179-577-1. MCCARTHY, E. Jerome - PERREAULT, William D.: Základy marketingu, Praha, Victoria Publishing, 1995, ISBN 80-85605-29-5. MAJARO, Simon: Základy marketingu, Grada Publishing, 1996, ISBN 80-7169-297-2. KOTLER, P.: Marketing podle Kotlera. Jak vytvářet a ovládnout nové trhy, Praha, Management Press, 2000, ISBN 80-7261-010-4.

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• N-PMP-komb.forma od 11/12 (compulsory course)
• N-PMP-kombin.forma od 12/13 (compulsory course)
• N-PMP- kombin. forma od 13/14 (compulsory course)
• N-PMP-komb. forma od 14/15 (compulsory course)