S_BR_ZMA_k Basics of Marketing

STING ACADEMY
summer 2026
Extent and Intensity
0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Veronika Antošová, Ph.D. (seminar tutor)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – STING ACADEMY
Timetable of Seminar Groups
S_BR_ZMA_k/01: Sat 14. 2. 14:40–17:50 BR Učebna 08, Sun 1. 3. 13:00–17:50 BR Učebna 10, Sat 23. 5. 13:00–17:50 BR Učebna 07, V. Antošová
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 area of a marketing-oriented approach to the market. The essential aim of the course is to familiarise students with basic marketing concepts, tools and procedures that form the basis for effectively identifying market opportunities, planning marketing programmes for target customer segments, and understanding the importance of the customer, including their needs, expectations, decision-making processes and factors influencing their purchasing behaviour.

The course will cover selected topics in the field of marketing.

Syllabus

Lectures:

  1. Introduction to marketing: basic concepts, history, definition of marketing approaches, marketing mix 4P / 4C / 4E
  2. Marketing environment: external and internal environment
  3. Consumer behaviour: consumer purchasing decision-making process, the consumer black box, consumer generations, etc.
  4. Market segmentation: approaches to the market, principles of segmentation, customer groups, characteristics of customer groups, targeting, positioning
  5. Marketing research: definition of research possibilities, types of research, practical use of research
  6. Product: marketing characteristics of a product, total product, product life cycle, product portfolio analysis
  7. Pricing policy: pricing strategy when introducing a new product to the market, price determination in relation to price vs. quality, common mistakes in pricing policy, pricing procedure
  8. Distribution: distribution channel, distribution structure, distribution functions, distribution levels and forms, online shopping in the Czech Republic
  9. Promotion – Part 1: importance of integrated marketing communication, target groups of marketing communication, communication models, marketing communication tools
  10. Promotion – Part 2: advertising, sales promotion, direct marketing, public relations, personal selling, sponsorship, advertising plan
  11. Digital marketing – Part 1: global digital growth, digital marketing trends, overview of digital marketing tools, online advertising, development of online advertising in the Czech Republic
  12. Digital marketing – Part 2: search marketing, e-mail marketing, viral marketing, social media, mobile marketing, other digital marketing trends
Assessment methods

Full-time form of study:

Method of course completion – examination. Examination requirements: the examination consists of both a written and an oral assessment of knowledge.

Combined form of study:

The examination consists of both a written and an oral part. The examination covers the content of all individual lectures within the course.

Language of instruction
Czech
The course is also listed under the following terms winter 2025.
  • Enrolment Statistics (recent)
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