Course detail

Industry Marketing

FP-SpmKAcad. year: 2025/2026

Modern conception of marketing, basic presumptions for its application, basis of marketing conception in business and its realization tools. Marketing mix. Marketing company strategy. Marketing features in basic market segments. 

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

The subject knowledge on the Bachelor´s degree level is requested. 

Rules for evaluation and completion of the course

The overall point assessment in the subject is divided as follows:

Active participation in lectures 10 points, preparation of a team project and its defense 50 points, completion of an e-learning course 30 points and an e-learning test 10 points.


Obligatory participation in teaching. 

Aims

Obtaining a considerable scale of information from marketing area, with strong emphasis to contemporary marketing approaches. Examples of successfull apprication of marketing philosophy are given. The course covers a broad spectrum of both theoretical approaches and practical examples. 
Studying in this module should contribute to the development of the following skills:
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication. 

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

CHLEBOVSKÝ, V. Marketing pro B-2-B trhy. Brno: AKADEMICKÉ NAKLADATELSTVÍ CERM, s.r.o. Brno, 2010. ISBN: 978-80-214-4129- 3.
JAKUBÍKOVÁ D., STRATEGICKÝ MARKETING – STRATEGIE A TRENDY, 2008, PRAHA: GRADA PUBLISHING, ISBN: 978-80-247-2690-8.
KAŇOVSKÁ, Lucie a David SCHÜLLER. Základy marketingu. 2. vyd. Brno: CERM, 2015, 131 s. ISBN 978-80-214-5107-0.
KOTLER, P.: MARKETING MANAGEMENT, 12TH EDITION, NEW JERSEY 2011.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR-SRP-KS Master's 1 year of study, summer semester, elective
  • Programme MPC-EVM Master's 1 year of study, summer semester, compulsory

Type of course unit

 

Guided consultation in combined form of studies

12 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

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, ...)