Course detail

Marketing Applications

FP-SmapPAcad. year: 2025/2026

The subject focuses on enhancing knowledge of marketing processes and their practical application in strategic business. Emphasis will be put both on a systematic processing approach and on applying creative tools in marketing. Attention will be also paid to selected fields with the emphasis on successful use of strategic marketing management. The main fields will be creativity, marketing research, use of QFD in marketing and additional fields of practical application of marketing tools.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

Ing. David Schüller, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Average knowledge of marketing concepts and tools on the university level.

Rules for evaluation and completion of the course

Students will be evaluated for the written project (max. 50 points) and oral examination ( colloquium - max. 50 points)

Lectures
The attendance is not mandatory.

Tutorials:
The attendance is mandatory. Students can have max. 3 absences.
Students can get to 10 points in tutorials for the count examples.

Students will work out the team projects and they can get max. 50 points for that.

The credit will be given on the basis of a written paper containing one example and two open questions. 50 points is the minimum score that a student has to obtain.


It will take the form of questions within individual lectures and computation of examples based on the subject matter.

Aims

The main aim is to familiarize students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of strategic marketing tools and their practical application in business with the emphasis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.
Students will obtain knowledge of specific marketing approaches for practical application in business. Students will be able to solve the problems and decision - making tasks with the use of marketing research, six sigma marketing and strategic marketing management.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

BURNS, Alvin C.; BUSH, Ronald F.; SINHA, Nilanjana. Marketing research. Upper Saddle River, NJ: Prentice Hall, 2000.
LILIEN, Gary L.; RANGASWAMY, Arvind; DE BRUYN, Arnaud. Principles of Marketing Engineering and Analytics. DecisionPro, 2017.

Recommended reading

KAUFMAN, Ira; HORTON, Chris. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge, 2014.

Classification of course in study plans

  • Programme MGR-SRP Master's 2 year of study, winter semester, compulsory-optional

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

Lectures

1. Marketing Research 1 – Marketing Research Methodology
2. Marketing Research 2 - Methods and Techniques of Marketing Research
3. Digital marketing – data analysis
4. Digital marketing - marketing communication tools; PPC advertising campaign
5. Digital marketing - the evaluation of advertising campaign performance and their adjusment (Facebook, Sklik, Google Ads)
6. Introduction to Six Sigma Marketing Process
7. Six Sigma Marketing In Strategic Processes
8. QFD In Marketing Area – Optimization of Product Attributes
9. Application Software Marketing Decision - Segmentation, Targeting and Positioning (factor and cluster analysis)
10. Six Sigma Marketing in Tactical Processes
11. Marketing Techniques of Price Optimization
12. Marketing Techniques of Marketing Communication
13. Customer Satisfaction, Methods of Customer Satisfaction Analysis

Exercise

13 hod., compulsory

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

1-4 Marketing research – data processing, problem solving(nominal variables and ordinal variables)
5-8 Marketing Research - Data processing, problem solving (interval variables)
9-14 Digital marketing - PPC advertising campaign, Google Analytics, Google Adwords, Facebook, Sklik
15-18 Market segmentation - factor and cluster analysis using SPSS applications
19-22 Solving examples of marketing management in the application software (CRM and SPSS)
23-26 Presentation of student team-work ouputs - new approaches and tools in marketing application