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Course detail
FP-marPAcad. year: 2026/2027
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 and current market trends.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
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 projects), 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
Study materials are available to students in the course e-learning.
Prerequisites and corequisites
Basic literature
Recommended reading
Classification of course in study plans
specialization BAK-EAM-EP , 2 year of study, winter semester, compulsory
Lecture
Teacher / Lecturer
Syllabus
The course is taught through lectures explaining the basic principles and theory of the discipline, including examples of their application in practice. Seminars are focused on practical topics presented in lectures. Lectures and seminars are not obligatory.
The teaching is complemented by input from experts from the field.
Lecture topics:
1. Introduction to Marketing and Basic Concepts of Marketing
2. Marketing Analysis and Influences (External and Internal) on Marketing Strategies
3. Marketing Research
4. Targeting and Positioning of products for target market segments
5. Marketing mix - 4P and 4C, and 7P concepts
6. Marketing Mix - Product
7. Marketing Mix - Price
8. Marketing Mix - Place
9. Marketing Mix - Promotion
10. Marketing Mix - People, Processes and Material Environment
11. Marketing Trends
12. Sustainability in Marketing, Visual smog
13.Use of Technology in Marketing
Exercise
Topics of the seminars:1. Introduction to the subject and the rules for evaluation of studies during the semester. Expectations of students from the course. Discussion of Introduction to Marketing. Marketing analysis and influences (external and internal) on marketing strategies. Marketing research.2. Segmentation,Targeting and Positioning of products for target market segments. Consulting on team projects.3. Marketing Mix - Product a Packaging, Price, Place.4. Marketing Mix - Promotion, People, Processes and Material Environment.5. Marketing trends, Sustainability in Marketing, Visual smog, Using of Technologies in Marketing.
6. Student presentations: Team projects
Expertise
The student will gain an overview of key marketing concepts and practices including market analysis, customer analysis, segmentation, marketing mix and current marketing trends.
Professional knowledge and experience
The student will be able to analyse the firm's market position, understand customer behaviour and design appropriate marketing strategies in light of current trends.
Professional skills
The student will acquire practical skills in the application of the marketing mix, customer segmentation and the use of current tools for the analysis and development of marketing plans.
Self-study
Individual preparation for an ending of the course