Course detail

Theory of Marketing

FP-RtmarDEAcad. year: 2025/2026

The course is oriented towards presentation of current marketing knowledge, with special focus to strategic marketing, services marketing and international marketing issues.

Language of instruction

English

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Advanced understanding of marketing terms and categories, as well as current trends in marketing utilization.

Rules for evaluation and completion of the course

Evaluation is based on a written assignment on a given topic.
The course is organised and led in accordance to study plan concerned.

Aims

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.
The course contribute to increasing the students´ knowledge in selected aspects of current marketing knowledge

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Murphy, J. Intermarket Analysis : Profiting from Global Market Relationships (EN)
Zeithaml, V.A., Bitner, M.J. Services marketing (EN)

Recommended reading

Not applicable.

Type of course unit

 

Seminar

20 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.