BKH_ZAMO Basics of marketing in business

Faculty of Economics and Administration
Spring 2025
Extent and Intensity
0/0/0. 6 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
doc. Ing. Ondřej Částek, Ph.D. (lecturer)
Ing. Ivan Šimek, CSc., MBA (lecturer)
Guaranteed by
doc. Ing. Ondřej Částek, Ph.D.
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)
FORMA(K)
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course is an introduction to marketing. Its aim is to equip students with the necessary knowledge and ability to independently realize parts of the process of marketing plan development.
Learning outcomes
At the end of the course, students should be able to:
- analyze the marketing environment based on a business/marketing goal;
- identify the marketing persona and to link information about him/her to the next steps in the marketing plan development process;
- transfer analysis results into marketing strategy and specific tactics;
- create a marketing plan;
- create a client brief for the marketing agency and to assess the quality of the agency's work.
Syllabus
  • - Introduction to marketing;
  • - Marketing trends;
  • - Analysis of the marketing environment;
  • - Marketing research;
  • - Taget marketing;
  • - Marketing persona;
  • - Consumer buying behavior;
  • - Customer satisfaction and loyalty;
  • - Product;
  • - Price;
  • - Place;
  • - Promotion;
  • - Marketing plan.
Literature
    required literature
  • KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozší. Praha: Grada, 2018, 285 stran. ISBN 9788024758695. URL info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. 15 global edition. Boston: Pearson, 2016, 714, 14. ISBN 9781292092621. info
  • SZMIGIN, Isabelle and Maria G. PIACENTINI. Consumer behaviour. Second edition. Oxford: University Press, 2018, xxix, 492. ISBN 9780198786238. info
    recommended literature
  • GRASSEOVÁ, Monika and KOL. Analýza podniku v rukou manažera: 33 nejpoužívanějších metod strategického řízení. 2nd ed. Brno: BizBooks, 2012, 325 pp. ISBN 978-80-265-0032-2. info
  • BERMAN, Barry, Joel R. EVANS and Patrali CHATTERJEE. Retail management : a strategic approach. Thirteenth edition, global e. Harlow, England: Pearson, 2018, 592 stran. ISBN 9781292214672. info
Teaching methods
Immediate tuition is divided into 3 meetings. The content of the meetings is based on the teaching method seminar.
Assessment methods
Students can submit an essay on a specified topic. An excellent essay would result in evaluation B. In case the essay is not evaluated at least as E, the student has to take the written test.
The written test will contain both open and closed questions.
Overall evaluation:
100-93% A,
92.9-85% B,
84.8-77% C,
76.9-69% D,
68.9-60 E,
59.9-0 F.

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 by awarding a grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: in blocks.
Note related to how often the course is taught: 12 hodin.
Information on the extent and intensity of the course: tutorial 12 hodin.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2022, Spring 2023, Spring 2024.
  • Enrolment Statistics (recent)
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