Course detail


ÚSI-1RBMAAcad. year: 2011/2012

Content of the subject is to explain important terms and procedures of marketing theory and praxis connected with formation of marketing strategy (analysis of status of the company on the market, with analysis of customers, their segmentation, location and problems of creation and exercise of market mix elements, etc.)

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Learning outcomes of the course unit

Subject develops knowledge and skills needed for understanding the position and importance of marketing for company control, especially the view on marketing activities of companies from the point of view of strategy (segmentation, targeting, positioning).


Not requested.


Not applicable.

Planned learning activities and teaching methods

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Assesment methods and criteria linked to learning outcomes

Student's knowledge will be evaluated both through assessment of individual and/or team projects and through final written assignment.

Course curriculum

1. Introduction to the marketing
2. Position of marketing between managerial activities
3. Basic terms from marketing theory and praxis
4. Methodology of collection and estimation of data for marketing decisions.
5. Specificity of marketing in services
6. Tools of marketing management - product
7. Tools of marketing management - product
8. Tools of marketing management - price and pricing policy
9. Tools of marketing management - distribution and distributive policy
10. Tools of marketing management - communication and communicative policy
11. Modern tools of marketing management in praxis
12. Marketing audit
13. Modern trends of development of marketing applications in praxis

Work placements

Not applicable.


Goal of this subject is to give students the knowledge from the field of marketing and lead them to understand the necessity of usage of marketing principles in control of expert duties / units in the company.

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

Not applicable.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

ZAMAZALOVÁ,M. a kol.: Marketing. C.H.Beck, Praha 2010, ISBN 978-80-7400-1154
KOTLER, P.: Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
STORBACKA, K. - LEHTINEN, J.R.: Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.

Recommended reading

WHITELEY, R.: Podnik řízený zákazníkem. Praha, Victoria Publishing 1993. 231 s. ISBN 80-85605-69-4
SCULLEY, J. - BYRNE, J. A.: Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.

Classification of course in study plans

  • Programme MSoI Master's

    branch REI , 1. year of study, summer semester, compulsory
    branch REI , 2. year of study, summer semester, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer