Course detail

Industrial Marketing

FSI-HMR-KAcad. year: 2020/2021

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

Learning outcomes of the course unit

Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.


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
McCARTHY, J., PERREAULT, W.D. Základy marketingu. 1. vyd. Praha: Victoria Publishing, 1995. 511s. ISBN 80-85605-29-
PŘIBOVÁ, M. A KOL. Marketingový výzkum v praxi. 1. vyd. Praha: Grada, 1996. 238s. ISBN 80-7169-299-9
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6

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.


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 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 N-STG-K Master's

    specialization STM , 1. year of study, summer semester, 5 credits, compulsory
    specialization MTS , 1. year of study, summer semester, 5 credits, compulsory

Type of course unit


Guided consultation in combined form of studies

17 hours, compulsory

Teacher / Lecturer


1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy

Guided consultation

35 hours, optionally

Teacher / Lecturer


1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising