Faculty of Information Technology, BUT

Course details


MAR FME BUT HMR Acad. year 2018/2019 Summer semester 5 credits

Current academic year

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.


Language of instruction




Time span

26 hrs lectures, 26 hrs exercises

Assessment points

60 exam, 20 half-term test, 20 projects





Novák Petr, Ing., Ph.D. (FBM BUT)
Schüller David, Ing., Ph.D. (IM FBM BUT)

Subject specific learning outcomes and competences

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.

Learning objectives

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.

Prerequisite kwnowledge and skills

Knowledge of basic economic terms.

Fundamental literature

  • KOTLER, P.: Marketing podle Kotlera. Praha: Management Press, 2000. 258 s. ISBN 80-7261-010-4
  • MALLYA, T.: Základy strategického řízení a rozhodování. Praha: Grada, 2007. ISBN 978-80-247-1911-5

Syllabus of lectures

  1. Marketing in the overall managerial activities context
  2. General conditions for effective marketing utilization
  3. Market segmentation
  4. Marketing mix elements
  5. Marketing research
  6. Marketing strategy
  7. Contemporary trends in marketing

Progress assessment

Points from two assignments and midterm test. Continuous project monitoring by the leader.

Controlled instruction

Attendance of students in class is governed by the valid study code.

Course inclusion in study plans

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