Course detail


FEKT-NMKGAcad. year: 2019/2020

Modern conception of marketing, basic presumptions for its application, basis of marketing conception in business and its realization tools. Marketing mix. Marketing company strategy. Marketing features in basic market segments.

Learning outcomes of the course unit

Studying in this module should contribute to the development of the following skills:
Work effectively. Take responsibility for their own continuous learning and self-development. Decide upon and focus on achieving key study objectives. Use analytical and conceptual thinking in carrying out study tasks. Exhibit skills of oral, written and technological communication.


The subject knowledge on the Bachelor´s degree level is requested.


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

BUREŠ, I.: Finanční řízení marketingových projektů, Praha, Management Press, 1993
BUREŠ, I.: Poziční strategie v marketingu. Praha. Management press 1998
DUFEK, J.: Marketing - cesta k úspěchu firmy. Brno, Cathy 1997
FREEMANTLE, D.: Bezkonkurenční služby zákazníkům. Praha, Manageent press, 1996
GLANZ, B.: Jak získat věrné zákazníky. Praha, Grada Publishing, 1996
HORÁKOVÁ, I.: Marketing v současné světové praxi, Praha, Management Press, 1993
CHALUPSKÝ, V.: Kapitoly z marketingu. VUT Brno, 1994
JANEČKOVÁ, L.: Marketing služeb. Slezská Universita, Karvin 1996
KOTLER, P.: Marketing management. Praha, Victoria Publishing, 1992
KOTLER, P.: Marketing podle Kotlera. Praha, Management Press, 2000
KOUDELKA, J.: Spotřební chování a marketing. Praha, Grada, 1997
Hooley, G., Saunders, J., Piercy, N.: Marketing Strategy and Competitive Positioning, FT Prentice-Hall, 3rd edition 2004, ISBN 0273 65516 7

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

Credit, final test.

Language of instruction


Work placements

Not applicable.

Course curriculum

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)


Obtaining a considerable scale of information from marketing area, with strong emphasis to contemporary marketing approaches. Examples of successfull apprication of marketing philosophy are given. The course covers a broad spectrum of both theoretical approaches and practical examples.

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

Obligatory participation in teaching.

Classification of course in study plans

  • Programme EEKR-MN Master's

    branch MN-EVM , 1. year of study, summer semester, 5 credits, compulsory
    branch MN-MEL , 1. year of study, summer semester, 5 credits, optional interdisciplinary

Type of course unit



26 hours, compulsory

Teacher / Lecturer

Fundamentals seminar

26 hours, compulsory

Teacher / Lecturer