B_PV_MAR_p Marketing

NEWTON University
summer 2026
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Daniela Vrtišková (seminar tutor)
Quyet Tien Pham (assistant)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
B_PV_MAR_p/01: each odd Thursday 16:50–18:20 PH Učebna 07, Q. Pham, D. Vrtišková
B_PV_MAR_p/02: each odd Thursday 15:10–16:40 PH Učebna 07, Q. Pham, D. Vrtišková
B_PV_MAR_p/03: each even Thursday 18:30–20:00 PH Učebna 07, Q. Pham, D. Vrtišková
B_PV_MAR_p/04: each even Thursday 16:50–18:20 PH Učebna 07, Q. Pham, D. Vrtišková
B_PV_MAR_p/05: each even Thursday 15:10–16:40 PH Učebna 07, Q. Pham, D. Vrtišková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course is focused on acquiring and deepening students’ knowledge and skills in the field of a marketing-oriented approach to the market. The main objective of the course is to introduce students to basic marketing concepts, tools, and procedures that form the foundation for effective identification of market opportunities, planning of marketing programs for target customer segments, and understanding the importance of the customer (including insight into their needs, expectations, decision-making processes, and factors influencing their purchasing behavior, etc.). The course will address selected topics from the field of marketing.
Syllabus

Main course topics:

  1. Introduction to the course, basic concepts, history and definition of marketing approaches, marketing mix, 4P, 4C

  2. Marketing environment (external and internal)

  3. Consumer behavior (consumer purchase decision-making process, factors influencing decision-making, B2B, B2C, and B2G markets)

  4. Market segmentation (segmentation concept, B2B and B2C segmentation, implementation and benefits of segmentation)

  5. Marketing information and research (definition of marketing research and its role, types of research)

  6. Product (product analysis, product classification, product strategy and management, product life cycle)

  7. Price (role and perception of price, external and internal factors influencing pricing decisions, pricing process and methods)

  8. Place (structure and efficiency of distribution channels, distribution strategies)

  9. Promotion 1 (communication models, tools – general overview)

  10. Promotion 2 (marketing communication tools, communication effectiveness, communication strategies, marketing plan)

  11. Digital marketing, Internet marketing 1

  12. Digital marketing, Internet marketing 2

Assessment methods

Course completion requirements:

Credit (full-time students):
Attendance at seminars at a minimum of 70% (1 point for each attendance; max. 6 points); preparation and presentation of a team seminar project (max. 14 points); presentation of a current topic from the field of marketing during seminars 2–5 (max. 2 points); points earned during classes.

Credit (combined study mode):
Preparation of a team seminar project (max. 14 points); presentation of a current topic from the field of marketing (max. 2 points); points earned during classes.

Examination (both study modes):
Oral examination; minimum success rate of 50%.

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_PV_MAR_p