BE_PH_MAR Marketing

NEWTON University
winter 2026
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Liga Buša Lehtonena, BSc., MBA (lecturer)
Romina Cheraghalizadeh, Ph.D. (lecturer)
Liga Buša Lehtonena, BSc., MBA (seminar tutor)
Graeme Murray, BA (Hons), MSc (seminar tutor)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Timetable
Mon 18:30–20:00 Zoom.Praha1, except Mon 2. 11., except Mon 9. 11., except Mon 16. 11., except Mon 23. 11., except Mon 30. 11., except Mon 7. 12. ; and Thu 22. 10. 18:30–20:00 Zoom.Praha1, Mon 2. 11. 18:30–20:00 Zoom.Praha1, Mon 9. 11. 18:30–20:00 Zoom.Praha1, Mon 16. 11. 18:30–20:00 Zoom.Praha1, Mon 23. 11. 18:30–20:00 Zoom.Praha1, Mon 30. 11. 18:30–20:00 Zoom.Praha1, Mon 7. 12. 18:30–20:00 Zoom.Praha1
  • Timetable of Seminar Groups:
BE_PH_MAR/01: each odd Tuesday 9:40–11:10 PH Učebna 02, G. Murray
BE_PH_MAR/02: each odd Tuesday 11:20–12:50 PH Učebna 02, G. Murray
BE_PH_MAR/03: each even Tuesday 9:40–11:10 Zoom.Praha2, except Tue 29. 9. ; and Tue 15. 12. 9:40–11:10 Zoom.Praha2, L. Buša Lehtonena
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course is aimed at acquiring and deepening students' knowledge and skills in the marketing approach to the market. The essential idea of the course is to introduce students to the basic marketing concepts, tools and procedures that are the basis for effective search for opportunities in markets, planning marketing programs for target customer segments and understanding the importance of the customer (understanding their needs, expectations, decision-making methods, factors influencing their buying behavior, etc.). Course objectives: acquire basic knowledge and understand the principles in contemporary marketing management of a business; acquire skills and have the ability to analyse the business environment in a marketing way; increase competence in understanding current consumer behaviour and market changes; foster the skills and abilities to develop a marketing plan for a business/brand, i.e. to be able to develop a basic marketing strategy for a selected business/brand.
Syllabus
Main topics of the course (topics of individual lectures): Introduction to marketing (basic concepts, history, definition of marketing approaches, marketing mix 4P / 4C / 4E). Marketing environment (external, internal environment). Consumer behaviour (consumer purchase decision process, consumer black box, consumer generation, etc.). Market segmentation (approaches to market, principle of segmentation, customer groups, characteristics of customer groups, targeting, positioning). Marketing research (definition of research opportunities, types of research, applicability of research in practice). Product (product marketing characteristics, complete product, product life cycle, product portfolio analysis). Pricing policy (pricing strategy when introducing a new product to the market, price determination according to price vs. quality), common mistakes in pricing policy, pricing procedure). Distribution (distribution route, distribution structure, distribution function, distribution levels and forms, internet shopping in the Czech Republic). Promotion - Part 1 (importance of integrated marketing communication, target groups of marketing communication, communication models, marketing communication tools). Promotion - Part 2 (advertising, sales promotion, direct marketing, public relations, personal selling, sponsorship, advertising plan). Digital Marketing - Part 1 (global digital growth, digital marketing trends, overview of digital marketing tools, internet advertising, development of internet advertising in the Czech Republic). Digital Marketing - Part 2 (search marketing, email marketing, viral marketing, social media, mobile marketing, other digital marketing trends). Case studies, presentations of practical examples and guided discussions are an integral part of the course. The course will also include additional activities such as meetings with guests - experts on the subject. The subject of the seminars will be the following topics: Marketing plan - basic concept and structure according to the presentation, students independently form a team of 4-6 students and search for a brand/company suitable for the development of a marketing plan, the topic addressed + team composition will be reported to their teacher at the 2nd or 3rd seminar. Marketing mix (creation of MM - toothpaste). Preparation of market analysis (micro and macro environment, consumer analysis). Market segmentation, persona creation (creating a typical customer/customers for a product marketing plan). Creative product packaging design + other product marketing features. How to work with marketing research, where and how to look for information not only to develop a marketing plan. Price and distribution (price vs. quality according to target market countries + role of price and distribution in the preparation of the marketing plan). Analysis of the promotion of the selected brand (positive vs. negative examples). Sales promotion as part of promotion (practical examples, examples). Coherence of marketing strategy (case study). Presentation/defence of team projects - marketing plan incl. feedback. All teams submit a PDF project including presentation to IS according to the deadline set by the tutor.
Literature
    required literature
  • DIB, A. 2020. Marketingový plán na jednu stranu: Nejrychlejší cesta k penězům. Praha: Grada. 224 s. ISBN 978-80-271-2591-3.
    recommended literature
  • ALTESEK, D. 2018. Selling social media: the political economy of social networking. New York: Bloomsbury Academic. ISBN 978-1-5013-1969-3.
  • BAINES, P., FILL, C., ROSENGREN, S. 2017. Marketing. 4th edition. Oxford: Oxford University Press. 732 p. ISBN 978-0-19-874853-3.
  • BELCH, G. E., BELCH, M. A. 2018. Advertising and Promotion: An Integrated Marketing Communications Perspective. 11th edition. New York: McGraw-Hill Education. ISBN 978-1-259-92169-8.
  • JANOUCH, V. 2020. Internetový marketing. 3. akt. vyd. Brno: Computer Press. 376 s. ISBN 978-80-251-5016-0.
  • KARLÍČEK, K. a kol. 2016. Marketingová komunikace: Jak komunikovat na našem trhu. 2. akt. a dopl vyd. Praha: Grada. 224 s. ISBN 978-80-247-5769-8.
  • KOTLER, P. et al. 2016. Marketing 4.0: Moving from Traditional to Digital. 1st ed. New Jersey: Wiley. 208 p. ISBN 978-1-119-34120-8.
  • KERIN, R. A., HARTLEY, S. W., RUDELIUS, W. 2015. Marketing. 12th ed. New York: McGraw-Hill Education. 740 p. ISBN 978-0-07-786103-2.
  • MACHKOVÁ, H., MACHEK, M. 2021. Mezinárodní marketing: strategické trendy a příklady z praxe. 5. vyd. Praha: Grada. 208 s. ISBN 978-80-271-3006-1.
  • TAHAL, R. a kol. 2020. Marketingový výzkum: postupy, metody, trendy. Praha: Grada. 264 s. ISBN 978-80-271-9868-9.
Assessment methods

Course credit – full-time: attendance at a minimum of 4 out of 6 seminars (1 point per attendance; max. 6 points), preparation and presentation of a team seminar project – a marketing plan (max. 26 points), completion of at least 10 out of 12 practice tests (1 point per completed test; max. 12 points), presentation of a current marketing topic during a seminar (max. 6 points). Total max. 50 points; a minimum of 26 points is required to be awarded the credit.


Course credit – combined: preparation and presentation of a team seminar project – a marketing plan (max. 38 points), completion of at least 10 out of 12 practice tests (1 point per completed test; max. 12 points). Total max. 50 points; a minimum of 26 points is required to be awarded the credit.





Examination (identical for both forms of study): oral form; the student defends the grade they are entitled to based on the points earned – with an excellent performance the grade may be raised by one level (with an outstanding exam performance by up to two levels), while with a weaker performance it may be lowered by any number of levels.

Language of instruction
English
The course is also listed under the following terms winter 2020, winter 2021, winter 2022, summer 2023, winter 2023, summer 2024, winter 2024, winter 2025.
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