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Lecturer(s)
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Jelínková Martina, Ing. Ph.D.
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Course content
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1st week Marketing and its role in sustainable business management - basic concepts. 2nd week Modern marketing trends - Relationship marketing, Innovative marketing, Digital marketing, Sustainable Marketing, Holistic Marketing, Green Marketing, etc. 3rd week Creating value in sustainability-oriented marketing. 4th week Analysis of the external and internal environment of the company. SWOT analysis. 5th week Consumer market and its purchasing and consumption behavior. 6th week Decision-making process of final consumers. 7th week The industrial market, its purchasing behavior and decision-making. 8th week Segmentation in the consumer and industrial market and market targeting. 9th week Company reputation, sustainable positioning and marketing mix. 10th week Product and product policy with regard to sustainability. 11th week Price and pricing policy. 12th week Distribution and distribution policy. 13th week Integrated marketing communication and communication policy in the digital era.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
- Contact teaching
- 52 hours per semester
- Team project
- 15 hours per semester
- Home preparation for classes
- 8 hours per semester
- Field research
- 15 hours per semester
- Writing a seminar paper
- 20 hours per semester
- Preparation for an exam
- 40 hours per semester
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Learning outcomes
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The objective of this subject is to give to students a complex knowledge and skills in substance of marketing in contemporary market conditions.
After completing the course, the student is able to recognize the marketing approach to the market and modern marketing trends, analyze the marketing macro-environment, customers (consumer and industrial market) and competition, perform a SWOT analysis, segment the market, determine the positioning strategy and decide on the elements of the marketing mix.
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Prerequisites
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Knowledge in business economics and management on bachelor level is needed for study of the subject.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation
Oral exam required. Level of acquired knowledge, approaches, as well as skills in practice application are examined. During term the knowledge is verified by twelve cases, their results are considered as a part of final classification.
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Recommended literature
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Armstrong, G., Kotler P., Opresnik, M.O. Marketing: An Introduction, Global Edition. Harlow, 2020. ISBN 9781292294865.
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Grosová, S., Kutnohorská, O. Marketing. Aplikace v chemii, potravinářství a farmacii. Praha, 2017. ISBN 978-80-7592-003-4.
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Iacobucci, D. Marketing Management. Boston, 2021. ISBN 9780357635087.
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Jelínková, M., Lošťáková, H. Základy marketingu. PPT prezentace dostupné v systému STAG, aktuální verze. Pardubice: Univerzita Pardubice.
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Jelínková, M. Případové studie k předmětu Základy marketingu dostupné v systému STAG, aktuální verze. Pardubice: Univerzita Pardubice.
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Karlíček, M. a kol. Základy marketingu. Praha, 2018. ISBN 978-80-247-5869-5.
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Kingsnorth, S. Strategie digitálního marketingu. Brno, 2022. ISBN 978-80-7508-714-0.
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Martin, D., Schouten, J. Sustainable Marketing. Harlow, 2014. ISBN 978-9332536630.
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Naidoo, V., Verma, R. Green Marketing as a Positive Driver Toward Business Sustainability. Hershey, 2020. ISBN 9781522595588.
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Phillips, D.M. Marketing Strategy and Management. London, 2023. ISBN 9781529778557.
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