Course detail


ÚSI-REMARAcad. year: 2020/2021

The marketing approach to business is essential for the long-term prosperity of a firm in a market environment. Management staff with a deep understanding of the theory and application of marketing principles thus constitute one of the pillars of a successful company. The content of the course is focused on important aspects of marketing theory and practice connected with the preparation and execution of marketing strategies (e.g. the analysis of the market position of a firm, the analysis of customers and their segmentation, targeting and positioning, the elements of the marketing mix, etc.).

Learning outcomes of the course unit

The course will deepen the knowledge and skills students need to understand the role of marketing in the management of a company. This includes the importance of understanding one’s customers (the analysis of their wants and needs, the decision-making process they employ, factors influencing their buying behaviour...). Students will also gain an understanding of analytical tools and methods for the analysis of customer´s needs and wants and an understanding of how elements of the marketing mix are utilised in the long-term development of a company.


Not requested.


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

KOTLER, P. Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
CHLEBOVSKÝ, V. Management zákaznických řešení, Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Manažer. Manažer. Praha: Grada Publishing, a.s., 2017. 128 s. ISBN: 978-80-271-0559- 5. (CS)
STORBACKA, K. - LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.
BUREŠ, I. Marketingově řízená firma, Praha, Management Press, 1992. 101 s. ISBN 80-85603-24-1.
SCULLEY, J. - BYRNE, J. A. Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.

Planned learning activities and teaching methods

Tuition takes place via lectures and seminars. The lectures focus on the explanation of basic principles, the methods of the given discipline, problems and example solutions. The seminars mainly support practical mastery of the subject matter presented in lectures or assigned for individual study with the active participation of students.

Assesment methods and criteria linked to learning outcomes

The assessment of students’ knowledge is based both on continuous assessment (written test, case study solution, assignment preparation and presentation) as well as on the final oral exam (written test in case of offline teaching). The minimum mark needed to pass the final written test is 25 points out of theoretical maximum of 50 points: students can obtain a maximum of 30 points for the preparation and presentation of assignments, a maximum of 20 points based on the continuous assessment of activities. The final grade will reflect all of the above-mentioned parts, with the overall assessment being calculated as a sum of the points gained through continual assessment and the written test.

Language of instruction


Work placements

Not applicable.

Course curriculum

1. Introduction and definition of the subject "Marketing"
2. Introduction to basic terms from the area of marketing
3. Introduction to basic terms and rules for the creation of marketing plans
4. Examples of the application of marketing plans
5. Introduction to marketing management tools – marketing mix
6. Introduction to marketing management tools – marketing mix
7. Introduction to marketing management tools – marketing mix
8. Market research methods I
9. Market research methods II
10. Specifics of industrial marketing I
11. Specifics of industrial marketing II
12. Introduction to international marketing issues
13. Summary and conclusion


The goal of this subject is to provide students with knowledge from the field of marketing, with a special focus on B2B (industrial marketing). This orientation is beneficial to students’ knowledge and experience for a range of reasons - it dovetails well with the overall focus of study and mixed educational background of participants (the degree course is multidisciplinary in nature, and students from many BUT faculties take it). The course content is based on current theoretical knowledge and its critical interpretation and comparison with real market conditions in both the Czech Republic and the EU. Course participants will gain the knowledge and skills they need for the comprehensive identification and critical analysis of potential risk in this area, and for the implementation of marketing policies in companies and institutions.

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

Not applicable.

Classification of course in study plans

  • Programme RRTES_P Master's

    specialization RRES , 2. year of study, summer semester, 6 credits, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer


13 hours, compulsory

Teacher / Lecturer