BVMA061p Marketing

Faculty of Medicine
spring 2025
Extent and Intensity
1/0/0. 1 credit(s). Type of Completion: k (colloquium).
In-person direct teaching
Teacher(s)
doc. Ing. Pavla Marciánová, Ph.D. (lecturer), MVDr. Halina Matějová (deputy)
Guaranteed by
doc. Ing. Pavla Marciánová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: MVDr. Halina Matějová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Prerequisites (in Czech)
BVEO0321p Economics - lecture
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 aim of this course is to develop the knowledge of marketing, especially in the field of food science as applied within the framework of European Union. After passing through this course, students should be familiar with possibilities of application of marketing methods within the food industry and be able to apply practical methods when solving concrete problems.
Learning outcomes
The studets who will pass the marketing will be able to elaborate the marketing or communication plan and will be able to put the theoretical information into the practice.
Syllabus
  • Basic marketing concepts, definitions of marketing, definition of the market, exchange main goals of marketing activities. Stages of marketing evolution, marketing concepts. Strategic planning, business plan, mission of the enterprise, methodological aspects of planning, time factors. Marketing environment Macroenvironment – uncontrollable factors. Micro and mezzoenvironment – fully and partially controllable factors Supply and demand, elasticity of demand, estimates of future demand Marketing mix Product, innovation process, product life cycle, classification of products Price, its functions, types of prices. Distribution, distributions channels, physical distribution. Communication – advertisement, public relations, sales promotion, personal selling. Marketing research, objectives, methods, principles of questionnaire construction, analysis and presentation of results Analysis of competitors, competition strategies Consumer behaviour Marketing of services Marketing ethics
Literature
  • Procházka, P. Marketing. Brno: MZLU,1993
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Edited by Tomáš Juppa, Translated by Štěpánka Collins - Viktor Faktor. 1. vyd. Praha: Grada, 2007, 788 s. ISBN 9788024713595. info
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info
  • KOTLER, Philip. Marketing, management : analýza, plánování, využití a kontrola. Edited by Stanislav Jurnečka, Translated by Václav Dolanský. 9. přepracované vyd. Praha: Grada, 1998, 710 s. ISBN 8071696005. info
Teaching methods
lecture
Assessment methods
colloquium
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on the extent and intensity of the course: 15.
The course is also listed under the following terms Spring 2000, Autumn 2008, Spring 2009, Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, spring 2019, spring 2020, spring 2021, spring 2022, spring 2023, spring 2024.
  • Enrolment Statistics (spring 2025, recent)
  • Permalink: https://is.muni.cz/course/med/spring2025/BVMA061p