Course detail


FP-BMAREAcad. year: 2021/2022

A marketing approach to business is a prerequisite for ensuring the long-term prosperity of firms in the market economy. Knowledge and application of marketing is one of the pillars of a successful company.
The subject of the subject is to clarify and to use the practices of marketing practice based on current theoretical assumptions.
The course is in an interactive form in which the students gradually process a specific marketing project for the selected company. Within the part-time part of the course, the preparation of the projects will be presented and discussed in successive steps. In addition to the full-time part of the course, students will work independently on projects.

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Offered to foreign students

Of all faculties

Learning outcomes of the course unit

The course develops the knowledge and skills needed to understand the place and importance of marketing for business, especially in small businesses. In particular, it is important to understand the importance of the customer (knowledge of his / her needs and wishes, decision making, factors influencing his / her purchasing behavior ...), acquainting with methods of analyzing their needs and expectations, clarifying the principles of using marketing management tools to ensure long-term corporate development .


Basic knowledge of marketing terms and principles


Not applicable.

Planned learning activities and teaching methods

The course is in the form of a step-by-step practical guide to creating marketing plans and their implementation. It consists in part of the teacher's interpretation, part of the case studies and part of the consultation of the marketing plans.

Assesment methods and criteria linked to learning outcomes

Assessment of the subject is based on the following pillars:
- active participation at the seminars (10%)
- Developing a marketing plan in accordance with the methodology (30%)
- presentation of the prepared plan (10%)
- additional team project and its presentation (15%)
- verbal exam focused on verifying a systematic and methodically correct approach to solving practical marketing tasks (35%)

Course curriculum

The basic time frame of the course is as follows:

Week 1-2:
Basic concept of marketing - approaches to entrepreneurship (entrepreneurial philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Marketing specifics in various fields of business

Week 3-4:
Marketing analyzes and influences (external and internal) on marketing strategies
Practical instructions for the use of analytical methods in SLEPT marketing, Porter analysis, Portfolio analysis, Assortment Cross Analysis, SWOT.

Week 5-6:
Fundamentals of marketing research as a tool for identifying customer needs, gaining feedback on their satisfaction, competition information, market trends in the monitored markets.

Week 7-8:
Specifics of individual markets and their segmentation. Specifics of consumer markets, consumer behavior in consumer markets. Specifics of organizations' markets (industrial markets), consumer behavior in industrial markets. Market segmentation, targeting, and market positioning. Segment types and possible segmentation criteria and steps.

Week 9-10:
Preparation and creation of product offer for individual market segments. Targeting and Positioning Products for Target Market Segments.
Marketing concepts and pricing practices. Possibilities of distributing products in different markets.

Week 11-12:
Marketing comunication. Traditional forms of communication, online communication, communication through social media.
Image and image marketing

Week 13:
Presentation and opponent evaluation of prepared projects, consultations on possible alternatives to prepared plans.

Work placements

Not applicable.


Learning outcomes of the course unit The aim of the course is to provide students with knowledge of marketing and lead them to practical use of marketing principles in business.

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

Students are actively involved in teaching. Inspection according to project milestones.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694. (EN)
KOTLER, P. and KELLER, K., 2011. Marketing management 14th edition. Prentice Hall. (EN)

Recommended reading

Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press. (EN)
Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)


Classification of course in study plans

  • Programme BAK-Z Bachelor's

    branch BAK-Z , 1. year of study, winter semester, elective

  • Programme BAK-E Bachelor's

    branch BAK-ESBD , 1. year of study, winter semester, compulsory

  • Programme BAK-ESBD Bachelor's, 1. year of study, winter semester, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer


13 hours, compulsory

Teacher / Lecturer