SubjectsSubjects(version: 955)
Course, academic year 2023/2024
Principles of Marketing - AB501006
Title: Principles of Marketing
Guaranteed by: Department of Economics and Management (837)
Faculty: Central University Departments of UCT Prague
Actual: from 2023
Semester: both
Points: 6
E-Credits: 6
Examination process:
Hours per week, examination: 2/2, C+Ex [HT]
Capacity: winter:unknown / unknown (unknown)
summer:unknown / unknown (unknown)
Min. number of students: unlimited
State of the course: taught
Language: English
Teaching methods: full-time
Teaching methods: full-time
Note: course can be enrolled in outside the study plan
enabled for web enrollment
you can enroll for the course in winter and in summer semester
Guarantor: Králová Petra Ing. Ph.D.
Is interchangeable with: B501006
This subject contains the following additional online materials
The aim of the course is to define the basic terms and contexts of marketing. Terms from the area of strategic and tactical marketing management are defined, the course also deals with customer behavior. This is a basic course which is followed by other marketing courses.
Last update: Scholleová Hana (10.12.2021)
Literature -

R: KOTLER, P. T., AMSTRONG, G. Principles of Marketing, 17th Edition. Harlow: Pearson, 2017. ISBN: 978-0134492513.

R: KOTLER, P., KELLER, K. L. Marketing Management. 15th Edition. Harlow: Pearson, 2015. ISBN: 978-0133856460

R: KERIN, R., HARTLEY, S. Marketing. 14th Edition. McGraw-Hill Education, 2018. ISBN: 978-1260092110.

Last update: Švecová Lenka (08.02.2021)

1. Introducing to marketing. Changing marketing environment, definitions, concepts. International marketing and globalization process.

2. Marketing management, core principles. Marketing audit, developing marketing strategies and plans, measurement and evaluation of marketing activities.

3. Marketing micro and macro environment analyses – analysing industries and markets.

4. Competitive strategy – five forces of competition, goals creating, strategies to build and achieve a sustainable advantage.

5. Information, external and internal information sources. Company information systems. Managing marketing information and gain customer´s insight.

6. Marketing research and forecasting – process, rules, methodology. Analysing customer and business markets.

7. Segmentation, identifying, analysing and creating market segments, targeting and positioning.

8. Customer Relationship Management - creating customer value, satisfaction and loyalty.

9. Product, services and brands – new products development and product life-cycle strategies, managing brands and brand equity. Product innovations.

10. Pricing, understanding and capturing customer value. Pricing strategy.

11. Marketing channels, retailing, wholesaling. Building e-commerce. Distribution strategy.

12. Integrated marketing communication strategy and tools of communication mix.

13. Ethic and legal marketing aspects.

14. New marketing trends and building direct customer relationship.

Last update: Švecová Lenka (08.02.2021)
Course completion requirements -

Credit: activity in seminars and ongoing tasks (30%), Case Study - Marketing strategy and analysis of the surroundings of a selected business entity (70%)

Exam: Theoretical mastery of the topics covered (in the range of lectures, exercises and required reading), including practical application on specific examples will be tested by a written exam.

Last update: Švecová Lenka (08.02.2021)
Teaching methods
Activity Credits Hours
Obhajoba individuálního projektu 0.5 14
Účast na přednáškách 1 28
Příprava na přednášky, semináře, laboratoře, exkurzi nebo praxi 0.5 14
Práce na individuálním projektu 1.5 42
Příprava na zkoušku a její absolvování 1 28
Účast na seminářích 1 28
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