Course detail
Marketing
FP-marPAcad. year: 2025/2026
Marketing approach is an inevitable prerequisite for long-term development of a firm in a market environment. Knowledge and deep understanding of marketing principles thus create one of the pillars of a successful firm. The content of the course "Marketing" is focused on many important aspects of marketing, connected with the analysis of market position of a firm, with the customer analysis and their segmentation, with the marketing mix elements etc.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Entry knowledge
Rules for evaluation and completion of the course
The learning process will be evaluated through the "continuous" assessment and final written test.
Aims
This course will provide a set o knowledge needed for understanding of the role of marketing in the management process of the firm as well as for the management of specific areas (production, technology, R+D etc.). The important role plays understanding of customers (analysis of their wants and needs, decission-making process, factors influencing their buying behaviour...) for the long-term firm´s development
Study aids
Prerequisites and corequisites
Basic literature
KAŇOVSKÁ, L.; SCHÜLLER D. 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.
PARKER, Lukas; NGUYEN HONG HAI, D.; BRENNAN, Linda. Digital advertising and the new world of'viral'advertising. Global Advertising Practice in a Borderless World, 2017, 42.
PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017.
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.
Recommended reading
PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8.
Classification of course in study plans
- Programme BAK-EP Bachelor's 2 year of study, summer semester, compulsory
- Programme BAK-PM Bachelor's 2 year of study, summer semester, compulsory
- Programme BAK-UAD Bachelor's 2 year of study, summer semester, compulsory-optional
- Programme BIT Bachelor's 2 year of study, summer semester, elective
- Programme BIT Bachelor's 2 year of study, summer semester, elective
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
Exercise
Teacher / Lecturer
Syllabus
- Marketing Environment
- Segmentation
- Marketing Mix Elements
- Product and its packaging
- Service Marketing
- Marketing Communication
- Current Marketing Trends
- Team presentations