Course detail

Marketing Theory

FP-tmkDAcad. year: 2023/2024

The course focuses on the characteristics of marketing concepts. One area will be the analysis of their historical development - with the impact of these scientific concepts on their practical application in the marketing management of various entities (production and non-production organizations, focusing on products or services). Another area is the critical analysis of contemporary marketing concepts in B2C and B2B, even with the view of critical assessment of their theoretical and practical benefits or barriers. Emphasis will be placed on the understanding of the contexts of various marketing concepts with their links to strategic management issues; specific attention will be given to dominant trends in the field of marketing of services, relationship marketing, CRM or customer solution management.

1. Introduction to the course contents and organization
2. Historical development of scientific marketing theories and their impact on the management of institutions
3. Marketing research processes - specification of problem areas and possibilities of their addressing from the methodological and practical perspective
4. Selected contemporary marketing concepts from B2C and B2B
· impacts of marketing specifics in the area of products and services into theoretical marketing concepts
· impacts of the specifics of different markets and their projection into theoretical marketing concepts
· relationships marketing
· management of customer solutions

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

The evaluation is based on the assessment of the level of the written term paper; in assigning the topic of the paper, the dissertation topic will be taken into account. The precondition for the successful completion of the study is also a successful “defence” of the written term paper; the classification is based on the assessment of the content and of the formal aspects of the written term work (50 points), as well as on the assessment of the argumentation skills and knowledge during the “defence” of the written term work (50 points). The threshold for passing the examination is at least 35 points in each of these parts.


The course objective is to acquaint students with contemporary scientific concepts of marketing, especially with the focus on the acquisition, processing, interpretation and utilization of marketing data, marketing issues in the area of services, customer solution management and CRM, both in the consumer and industrial market. In addition to getting to know these concepts, the goal is also to provide students with the opportunity to critically analyse these concepts and to contribute to the development of their ability to use this knowledge in their scientific work in formulating the basics and elaborating the dissertations themselves.
Absolventi předmětu získají přehled o soudobých koncepcích marketingového řízení, jejich přínosech a omezeních, a to v oblasti:
- spotřebitelského a průmyslového trhu, a to jak v komplexně pojaté oblasti výroby "hmotných" produktů a služeb,
- moderních metod marketingového výzkumu,
- řízení vztahů se zákazníky
- vztahového marketingu
- tvorby a managementu zákaznických řešení
Spolu se získáním přehledu tento předmět přinese absolventům příležitost pro prohloubení jejich analytických schopností při posuzování jednotlivých přístupů / koncepcí a pro kritické zhodnocení jejich potenciálních přínosů jak v oblasti teoretické, tak v oblasti aplikační (nejen pro jejich disertaci, ale také pro jejich praktické využití).

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

BONACCHI, M., PEREGO, P. 2012. Measuring and Managing Customer Lifetime Value: A CLV Scorecard and Cohort Analysis in a Subscription-based Enterprise. Management Accounting Quarterly, 2012, 14(1), p. 27-39.
BOHARI, A. M., 2011. Customer Lifetime Value Model in Perspective of Firm and Customer: Practical Issues and Limitation on Prospecting Profitable Customers of Hypermarket Business. International Journal of Business and Management, 2011, 6(8), p. 161-169.
KUMAR, V. 2008. Customer Lifetime Value: The Path to Profitability. Foundations and Trends in Marketing, 2(1), p. 1–96.
VAN RAAIJ, E. M. 2005. The Strategic Value of Customer Profitability Analysis. Marketing Intelligence & Planning, 23(4), p. 372-381.
KUMAR,V., SHAH, D. Handbook of Research on Customer Equity in Marketing. Edvard Elgar Publishing Limited, 2015, ISBN 978-1781004975.
OFEK, E., MULLER, E. Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. The University of Chicago Press, Chicago, 2016, ISBN-13: 978-0-226-61829-6.
KOWALKOWSKY, Ch., ULAGA, W. Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business. 2017, ISBN 9780692819104.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme DSP-ŘEP Doctoral, 2. year of study, summer semester, compulsory-optional
  • Programme DSP-ŘEP-KS Doctoral, 2. year of study, winter semester, compulsory-optional
    , 2. year of study, summer semester, compulsory-optional
  • Programme DSP-ŘEP Doctoral, 2. year of study, winter semester, compulsory-optional

Type of course unit


Guided consultation

10 hours, optionally

Teacher / Lecturer