Course detail

Marketing

FP-BMAREAcad. year: 2025/2026

A marketing approach to business is a prerequisite for ensuring the long-term prosperity of firms in the market economy. Knowledge and application of marketing is one of the pillars of a successful company.
The subject of the subject is to clarify and to use the practices of marketing practice based on current theoretical assumptions.
The course is in an interactive form in which the students gradually process a specific marketing project for the selected company. Within the part-time part of the course, the preparation of the projects will be presented and discussed in successive steps. In addition to the full-time part of the course, students will work independently on projects.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Offered to foreign students

Of all faculties

Entry knowledge

Basic knowledge of marketing terms and principles

Rules for evaluation and completion of the course

Assessment of the subject is based on the following pillars:
- active participation at the seminars (10%)
- Developing a marketing plan in accordance with the methodology (50%)
- presentation of the prepared plan (10%)
- verbal exam focused on verifying a systematic and methodically correct approach to solving practical marketing tasks (30%)
The developed marketing plan and its presentation will be evaluated during the exercise seminars. The minimum number of points for credit is 30.
Students are actively involved in teaching. Inspection according to project milestones.

Aims

Learning outcomes of the course unit The aim of the course is to provide students with knowledge of marketing and lead them to practical use of marketing principles in business.
The course develops the knowledge and skills needed to understand the place and importance of marketing for business, especially in small businesses. In particular, it is important to understand the importance of the customer (knowledge of his / her needs and wishes, decision making, factors influencing his / her purchasing behavior ...), acquainting with methods of analyzing their needs and expectations, clarifying the principles of using marketing management tools to ensure long-term corporate development .

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, P. and KELLER, K., 2011. Marketing management 14th edition. Prentice Hall. (EN)
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694. (EN)

Recommended reading

Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)
Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press. (EN)

Classification of course in study plans

  • Programme BAK-ESBD Bachelor's 1 year of study, winter semester, compulsory

  • Programme BAK-Z Bachelor's

    branch BAK-Z , 1 year of study, winter semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

The course is taught in an interactive way, during which students gradually work on a specific marketing project for a selected company. During the presentation part of the course, the preparation of projects will be presented and consulted in successive steps. Outside the full-time part of the course, students will work on projects independently.

The basic time frame of the course is as follows:

Week 1-2:
Basic Concepts of Marketing - approaches to business (business philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Specifics of marketing in different business fields

Week 3-4:
Marketing analysis and influences (external and internal) on marketing strategies
Practical guidance on the use of analytical methods in marketing SLEPT, Porter's analysis, Portfolio analysis, Product mix analysis, SWOT.

Week 5-6:
Marketing research as a tool for identifying customer needs, getting feedback on customer satisfaction, information on competitors, market trends in the markets under study.

Week 7-8:
Specifics of individual markets and their segmentation. Specifics of consumer markets, customer behaviour in consumer markets. Specifics of organisation markets (industrial markets), customer behaviour in industrial markets. Market segmentation, targeting and market positioning. Types of segmentation and possible segmentation criteria and steps.

Week 9-10:
Preparation and development of product offerings for individual market segments. Targeting and Positioning of products for target market segments.
Marketing concepts and pricing practices. Options for securing product distribution in different markets.

Week 11-12:
Marketing Communications. Traditional forms of communication, online communication, social media communication.
Image and image marketing

Week 13:
Presentation and review of prepared projects, consultation of possible alternatives to prepared strategies and plans.

Exercise

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.