Course detail


FP-marPAcad. 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 Economics of Company.


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

KAŇOVSKÁ, L.; SCHÜLLER D. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8.
KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6.
FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.
KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017.
PARKER, Lukas; NGUYEN HONG HAI, D.; BRENNAN, Linda. Digital advertising and the new world of'viral'advertising. Global Advertising Practice in a Borderless World, 2017, 42.
ROGGEVEEN, Anne, et al. The Role of In-Store and Online Retailing Factors. In: Creating Marketing Magic and Innovative Future Marketing Trends. Springer, Cham, 2017. p. 553-557.

Planned learning activities and teaching methods

The lecturers describing the main principles, methodology and problems are the main part of teaching methods. Seminars mostly support practical understanding of the discussed topics from the lectures.

Assesment methods and criteria linked to learning outcomes

Assessment Components:

1. Class Participation
Lectures and seminars are not obligatory to visit, students can get 10 points for their individual activities placed in elearning.
2. Students will write a test during the semester (max. 20 points).
3. Team project (20 points).

Total is 35 points. Students must achieve at least 30 points from 50 possible points.

After passing the above-mentioned three parts, students can pass the final exam, which is in written form.

Exam 50 points
Total is 100 points from both parts.

Language of instruction


Work placements

Not applicable.

Course curriculum

1. General considerations for marketing utilization in our conditions
2. Marketing mix elements
3. Marketing utilization in different settings (services, health care, sport etc...)


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 "continuous" assessment and final written test.

Classification of course in study plans

  • Programme BAK-UAD Bachelor's, 2. year of study, summer semester, 6 credits, compulsory-optional
  • Programme BAK-EP Bachelor's, 2. year of study, summer semester, 6 credits, compulsory
  • Programme BAK-PM Bachelor's, 2. year of study, summer semester, 6 credits, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer


26 hours, optionally

Teacher / Lecturer