Course details


marP FP marP Acad. year 2022/2023 Summer semester 6 credits

Current academic year

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.


Language of instruction




Time span

  • 26 hrs lectures
  • 26 hrs exercises




Subject specific learning outcomes and competences

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

Learning objectives

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.

Prerequisite knowledge and skills

Knowledge of Economics of Company.

Study literature

  • PŘIKRYLOVÁ J.; JAHODOVÁ, H. Moderní marketingová komunikace. 1. vyd. Grada, 2013. 320 s. ISBN 978-80-247-3622-8.
  • FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012, 116 s. ISBN 978-80-265-0038-4.

Fundamental literature

  • KAŇOVSKÁ, L.; SCHÜLLER D. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
  • KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6.
  • 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.

Syllabus of lectures

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures. Lectures and seminars are not obligatory.

Syllabus of exercises

- Introduction to Marketing
- Marketing Environment
- Segmentation
- Marketing Mix Elements
- Product and its packaging
- Service Marketing
- Marketing Communication
- Current Marketing Trends
- Team presentations

Progress assessment

Student will take place both in the form of continuous verification of knowledge (test during the semester, solution of case studies, team project), as well as in the form of a written examination. The resulting evaluation of students will depend on the level of systematic, ongoing work of students throughout the semester and on the results of this exam.

Teaching methods and criteria

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.

Controlled instruction

The learning process will be evaluated through the "continuous" assessment and final written test.

Course inclusion in study plans

  • Programme BIT, 2nd year of study, Elective
  • Programme BIT (in English), 2nd year of study, Elective
  • Programme IT-BC-3, field BIT, 2nd year of study, Elective
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