Course detail

Marketing Application

FP-maPAcad. year: 2017/2018

The subject focuses on enhancing knowledge of marketing processes and their practical application in 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 marketing management. The main fields will be creativity, marketing research, six sigma marketing and additional fields of practical application of marketing tools.

Learning outcomes of the course unit

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 application software in the field of marketing research, six sigma marketing and marketing management.


Deep knowledge of marketing terms and concepts.


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

KOZEL, R. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha: Grada Publishing a.s., 2006. ISBN 80-247-0966-X. (CS)
PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. 1.vyd. Praha, Grada 1996. 238s. ISBN 80-7169-2999-0. (CS)
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)
CLEVELING, C. M., L. HAMLETON a B. MCCARTHY. Six Sigma for Marketing Processes. Boston: Pearson Education, 2007. ISBN ISBN-10: 013199008X. (EN)
KOTLER, P.; WONG, V.; SAUNDERS, J.; ARMSTRONG, G. Moderní marketing. 4. evropské vydání. Praha : Grada Publishing, a.s., 2007.1048s. ISBN 978-80-247-1545-2. (CS)

Planned learning activities and teaching methods

The course contains lectures that explain basic principles, problems and methodology of the discipline, and exercises that promote the practical knowledge of the subject presented in the lectures.

Assesment methods and criteria linked to learning outcomes

The attendance is not mandatory.


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.

Language of instruction


Work placements

Not applicable.

Course curriculum

Marketing research 1 – marketing research methodology
Marketing research 2 - methods and techniques of marketing research
Marketing research 3 – marketing research application
Application software - data processing, marketing decision (SPSS, CRM)
Introduction to six sigma marketing process
Six sigma marketing scorecards - marketing performance evaluation
Six sigma marketing in strategic processes
QFD in marketing area
Six sigma marketing in tactical processes
Six sigma marketing in operational processes

1-2 Marketing research – data processing, problem solving(nominal variables and ordinal variables)
3-4 Marketing research - Data processing, problem solving (interval variables)
5-6 Market segmentation - factor and cluster analysis using SPSS applications
7-8 Solving examples of marketing management in the application software (CRM and SPSS)
9-10 Presentation of student team-work ouputs - new approaches and tools in marketing application


The main aim is to furnish students with advanced methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the empahsis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

Specification of controlled education, way of implementation and compensation for absences

Assment of written tests and presentation of seminar assignments.

Classification of course in study plans

  • Programme MGR Master's

    branch MGR-ŘEP , 2. year of study, winter semester, 4 credits, compulsory-optional
    branch MGR-PFO , 2. year of study, winter semester, 4 credits, optional

Type of course unit



13 hours, optionally

Teacher / Lecturer


26 hours, compulsory

Teacher / Lecturer