Course detail


FP-BmarKAcad. year: 2020/2021

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.

Learning outcomes of the course unit

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.


Knowledge of basic economic categories.


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

KAŇOVSKÁ, Lucie a David Schüller. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
KOTLER, P. Marketing management. 14. rozšířené vydání. Praha: Grada Publishing, 2013. 719 s. ISBN 80-247-0016-6
KARLÍČEK, M. Základy marketingu. Praha: Grada, 2013. 256 s.
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4
Vysekalová, J.: Marketing. Praha, Fortuna, 2006

Planned learning activities and teaching methods

The lecturers describing the main principles, methodology and problems are the main part of teaching methods.

Assesment methods and criteria linked to learning outcomes

The assessment of students’ knowledge is based both on continual assessment (individual project) as well as on the final written test assessment. The final grade will reflect both above mentioned parts.

Language of instruction


Work placements

Not applicable.

Course curriculum

1. Student Intership in Industrial Company
2. Student Intership in Industrial Company
3. Introduction to Marketing
4. Marketing Environment
5. Segmentation, Targeting and Positioning
6. Marketing Mix Elements
7. Product
8. Price
9. Place
10. Marketing Communication
11.Current Marketing Trends
12. Customer Services provided to products
13. Marketing Research


The goal of the course is to provide students with basic knowledge from marketing area and to guide them towards deep understanding of marketing principles in the management of different professional areas/departments in a firm.

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

The learning process will be evaluated through the written test, the assessment of student's approach during case studies analysis and solving and team project.

Type of course unit


Guided consultation in combined form of studies

16 hours, optionally

Teacher / Lecturer