Course detail


FSI-FMAAcad. year: 2017/2018

The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of strategic marketing management are discussed. The focus on industrial marketing issues is dominant.

Learning outcomes of the course unit

Best practices will be broadly discussed, especially those, connected with well-thought-out approach towards meeting customer needs. The course is oriented towards mastering marketing terminology and familiarising with practical experience. A distinguishing feature of the course structure and delivery is orientation of the learning/teaching process towards active participation of students (the selection of topics of the seminar works, their elaboration and presentation).


Knowledge of basic economic terms


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

BUREŠ, I. Marketingově řízená firma. Praha: Management Press, 1992. 101 s. ISBN 80-85603-24-1
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
SPÁČIL, A. Péče o zákazníky. Co od nás zákazník očekává a jak dosáhnout jeho spokojenosti. Praha: Grada Publishing, 2002. 116 s. ISBN 80-247-0514-1
WHITELEY, R. Podnik řízený zákazníkem. Praha: Victoria Publishing, 1993. 231s. ISBN 80-85605-69-4

Planned learning activities and teaching methods

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Assesment methods and criteria linked to learning outcomes

Assessment is based on written tests, active participation in seminars, minimum "threshold" for passing the course. Written exam at the end.

Language of instruction


Work placements

Not applicable.

Course curriculum

Theoretical outcomes of marketing management
Conditions for marketing tools utilization
Marketing mix
Examples of "best practices" of marketing approaches in a company management


The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master the marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.

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

Two written tests in the course of the semester, working out a seminar project.

Classification of course in study plans

  • Programme B3S-P Bachelor's

    branch B-STG , 3. year of study, summer semester, 3 credits, compulsory-optional

Type of course unit



26 hours, optionally

Teacher / Lecturer


1. Marketing concept – its purpose and consequences
2. Conditions for application of marketing
3. Marketing mix elements
4. Marketing research
5. Creation and execution of marketing strategy


26 hours, compulsory

Teacher / Lecturer