The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)