Course detail

Marketing

FP-marPDAcad. year: 2025/2026

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

Czech

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Knowledge of Economics of Company.

Rules for evaluation and completion of the course

Student will take place both in the form of continuous verification of knowledge (individual and 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.


Aims

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.

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

Study aids

All available study materials will be made available to students in the e-learning system.

Prerequisites and corequisites

Not applicable.

Basic literature

JAKUBÍKOVÁ, D. Strategický marketing. 2. vyd. Grada, 2013. 368 s. ISBN 978-80-247-4670-8.
KAŇOVSKÁ, L.; SCHÜLLER D. Základy marketingu. Studijní text pro bakalářské obory. 2. vyd. Brno: CERM, 2015. 131 s. ISBN 978-80-214-5107-0.
KARLÍČEK, M. a kol. Základy marketingu. 1. vyd. Grada Publishing, 2013. 245 s. ISBN 978-80-247-4208-3.
KOTLER, P.; KOTLER, M. 8 strategií růstu: jak ovládnout trh. 1. vyd. Brno: BizBooks, 2013, 208 s. ISBN 978-80-265-0076-6.
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.
PORRAL, Cristina Calvo; STANTON, John L. Principles of marketing. ESIC Editorial, 2017.
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.

Recommended reading

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

Elearning

eLearning: currently opened course

Classification of course in study plans

  • Programme BAK-EP Bachelor's 2 year of study, summer semester, compulsory, profile core courses
  • Programme BAK-PM Bachelor's 2 year of study, summer semester, compulsory
  • Programme BAK-UAD Bachelor's 2 year of study, summer semester, compulsory-optional
  • Programme BIT Bachelor's 2 year of study, summer semester, elective
  • Programme BIT Bachelor's 2 year of study, summer semester, elective

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

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.

Lecture topics:

- Introduction to the subject and definition of marketing.
- Analysis of the marketing environment.
- Segmentation.
- Marketing mix (4Ps and 7Ps)
- The importance of packaging.
- Marketing of services.
- Communication mix and examples of innovative marketing campaigns.
- Current trends in marketing. Use of AI in marketing. Visual pollution.

- Sustainability in marketing.

- Student presentations: Team project.

Exercise

26 hours, optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.
Ing. Adéla Šnajdrová
Ing. Michala Vránová
Ing. Jan Krist

Syllabus

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

Elearning

eLearning: currently opened course