Course detail

Marketing

FSI-YMAAcad. year: 2025/2026

Marketing approach to business is a prerequisite for ensuring a long-term prosperity of companies in the market economy. Knowledge and application of marketing is one of the pillars of a successful company. The subject of Marketing is the clarification of a number of important concepts and procedures in this field, connected with analyzing the position of the company on the market, with customer analysis, their segmentation, the problems of creating and applying the elements of the marketing mix etc.

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Institute of Machine and Industrial Design (ÚK)

Entry knowledge

Elementary knowledge of economic categories is assumed.

Rules for evaluation and completion of the course

Student will take place both in the form of continuous verification of knowledge (test during the semester, solution of case studies, team project), as well as in the form of a written examination. The resulting evaluation of students will depend on the level of systematic, ongoing work of students throughout the semester and on the results of this exam.
Checking the progress of students will take place in the form of a written test, and a team project, the final exam follows.

Aims

The aim of the course is to provide students with basic knowledge of marketing and lead them to understand the necessity to use marketing principles in the management of professional activities / departments in the company.
This course will develop the knowledge needed to understand the place and importance of marketing for the management of companies as a whole as well as for the management of sub-areas (production, R+D, etc.). In particular, the subject focuses on understanding the customer's importance (understanding his / her needs and desires, decision-making, factors influencing his / her purchasing behavior ...) to ensure long-term development of the company.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
KAŇOVSKÁ, Lucie a David Schüller. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0
KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6
PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017
PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8

Recommended reading

FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.
ROGGEVEEN, Anne, et al. The Role of In-Store and Online Retailing Factors. In: Creating Marketing Magic and Innovative Future Marketing Trends. Springer, Cham, 2017. p. 553-557.

Classification of course in study plans

  • Programme B-PDS-P Bachelor's 3 year of study, winter semester, compulsory
  • Programme B-VKP-P Bachelor's 3 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

- General considerations for marketing utilization in our conditions.
- Marketing mix - the understanding of "classical" vs. "extended" marketing mix ce, place, promotion).
- Product - marketing approach to products, management of product portfolio.
- Product - brand, branding.
- Price - the role of price in marketing mix, factors influencing the pricing.
- Price - the principles of trandactional vs. relational pricing, the price-sensitivity of customer analysis.
- Distribution - the role of distribution in marketing mix, the distribution channels selection.
- Communication - the communication mix elements, advertising, sales support.
- Communication - personal sales, Public relations.
- Current trends in company communication.
- Marketing research - primary and secondary research, the choice of proper methods, rational steps in preparation and execution of marketing research.
- Current trends in marketing.
- Current trends in marketing.

Exercise

13 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

Introduction to the subject and rules for the assessment of the study during the semester;
Expectations of students from the subject. Discussion about marketing;
Marketing environment analysis;
Segmentation;
Marketing mix;
Meaning of packaging;
Marketing of services;
Communication mix and examples of innovative marketing campaigns;
Current trends in marketing;
Written test;
Presentation of students: Team project;
Presentation of students: Team project;
Credit.