Theory of Marketing
FP-RtmarDAcad. year: 2020/2021
The course is oriented towards presentation of current marketing knowledge, with special focus to strategic marketing, services marketing and international marketing issues.
Learning outcomes of the course unit
The course contribute to increasing the students´ knowledge in selected aspects of current marketing knowledge
Advanced understanding of marketing terms and categories, as well as current trends in marketing utilization.
Recommended optional programme components
Recommended or required reading
Wirtz, J. and Christopher Lovelock: Services Marketing:People, Technology, Strategy. World Scientific Publishing, 2016, 800 p., ISBN-13: 978-1944659011 (EN)
Murphy, J. Intermarket Analysis : Profiting from Global Market Relationships (EN)
Planned learning activities and teaching methods
The teaching methods are based on self-study approach, on the development of analysis of marketing challenges in "advanced" firms and of the utilization of scientific analytycal and synthetical methods in analysis and proposals.
Assesment methods and criteria linked to learning outcomes
Evaluation is based on a written assignment on a given topic. The topic of the project will be formulated to a maximum extend in such a way, that will "shadow" the topic of PhD thesis: so it would contribute to achievement of synergy between this project and PhD thesis. The assessment criteria will encompass both "conceptual" and "formal" parametres. The former include especially the analytical skills of the author, the application of relevant analytical tools, the mutual links between analysis and proposals, while the latter include all relevant aspects of "formal" requirements relevant to written scientific outputs.
Language of instruction
1. Current marketing knowledge
2. Utilization of analytical methods
3. Synthesis as a starting point in marketing measurement options generalization
The goal of this course is to provide a platform for discussion about up-to-date trends in marketing utilization, especially with the focus on up-to-date methods and knowledge utilization.
Specification of controlled education, way of implementation and compensation for absences
The course is organised and led in accordance to study plan concerned.
Classification of course in study plans
- Programme DSP Doctoral
branch DSP-ŘEP , 2. year of study, summer semester, 0 credits, compulsory-optional
- Programme DSP-KS Doctoral
- Programme DSP Doctoral
branch DSP-ŘEP , 2. year of study, winter semester, 0 credits, compulsory-optional
Type of course unit
20 hours, optionally
Teacher / Lecturer