University of West Bohemia in Pilsen
Study programmes & Course catalogue
for academic year 2025/2026
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Course: Marketing in English

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Course title Marketing in English
Course code KMO/AMTG
Organizational form of instruction Lecture + Tutorial
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 6
Language of instruction English
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
Lecturer(s)
  • Sosnová Lucie, magistr kand.ekon.věd, dipl.spec.
  • Manda Drahomír, doc. Ing. Ph.D.
Course content
Introduction to marketing and its role in society Psychology of customer behavior in the B2B and B2C market Market analysis Market and targeted marketing Market research Marketing planning Marketing mix - product Marketing mix - distribution Marketing mix - price Marketing mix - promotion Introduction to services marketing Marketing trends Additional information for the students of the combined form of study is on the COURSEWARE.

Learning activities and teaching methods
  • unspecified - 30 hours per semester
  • Preparation for an examination (30-60) - 43 hours per semester
  • Contact hours - 52 hours per semester
  • Undergraduate study programme term essay (20-40) - 31 hours per semester
prerequisite
Knowledge
None
learning outcomes
to explain the role of marketing, marketing planning and business information systems
to explain the need of analysis of marketing environment and environmental factors
to compare marketing and other business concepts
Skills
to apply theoretical basics of marketing and marketing orientations in the business practice
to apply marketing mix, perform and present marketing plan project
Competences
N/A
N/A
N/A
teaching methods
Knowledge
E-learning
Multimedia supported teaching
Self-study of literature
Interactive lecture
Skills
Practicum
Students' portfolio
Competences
Practicum
Multimedia supported teaching
E-learning
Interactive lecture
Self-study of literature
Students' portfolio
assessment methods
Knowledge
Written exam
Seminar work
Skills
Skills demonstration during practicum
Competences
Written exam
Skills demonstration during practicum
Seminar work
Recommended literature
  • Boučková, Jana. Marketing. Praha, 2003. ISBN 80-7179-577-1.
  • Foret, Miroslav. Marketingová komunikace. 3., aktualiz. vyd. Brno : Computer Press, 2011. ISBN 978-80-251-3432-0.
  • Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
  • Godin, Seth. Tohle je marketing! : zcela nový přístup k marketingu, prodeji a reklamě. První vydání. 2020. ISBN 978-80-271-2567-8.
  • Jakubíková, Dagmar. Strategický marketing : strategie a trendy. 2., rozš. vyd. Praha : Grada, 2013. ISBN 978-80-247-4670-8.
  • Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 2., aktualizované a doplněné vydání. 2016. ISBN 978-80-247-5769-8.
  • Karlíček, Miroslav. Základy marketingu. 1. vyd. Praha : Grada, 2013. ISBN 978-80-247-4208-3.
  • Kotler, Philip, Kartajaya, Hermawan a Setiawan, Iwan. Marketing 4.0: moving from traditional to digital. Hoboken: Wiley, 2017. ISBN 978-1-119-34120-8.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
  • Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
  • Světlík, Jaroslav. Marketing - cesta k trhu. Plzeň : Aleš Čeněk, 2005. ISBN 80-86898-48-2.
  • Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
  • Urbánek, Tomáš. Marketing. 1. vyd. Praha : Alfa Nakladatelství, 2010. ISBN 978-80-87197-17-2.
  • Vlaštíková, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha : Grada Publishing, 2014. ISBN 978-80-247-5037-8.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
University of West Bohemia in Pilsen, date of update: 23.04.2025 23:52. Data created for academic year 2025/2026