The course is taught in an interactive way, during which students gradually work on a specific marketing project for a selected company. During the presentation part of the course, the preparation of projects will be presented and consulted in successive steps. Outside the full-time part of the course, students will work on projects independently.

The basic time frame of the course is as follows:

Week 1-2:
Basic Concepts of Marketing - approaches to business (business philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Specifics of marketing in different business fields

Week 3-4:
Marketing analysis and influences (external and internal) on marketing strategies
Practical guidance on the use of analytical methods in marketing SLEPT, Porter's analysis, Portfolio analysis, Product mix analysis, SWOT.

Week 5-6:
Marketing research as a tool for identifying customer needs, getting feedback on customer satisfaction, information on competitors, market trends in the markets under study.

Week 7-8:
Specifics of individual markets and their segmentation. Specifics of consumer markets, customer behaviour in consumer markets. Specifics of organisation markets (industrial markets), customer behaviour in industrial markets. Market segmentation, targeting and market positioning. Types of segmentation and possible segmentation criteria and steps.

Week 9-10:
Preparation and development of product offerings for individual market segments. Targeting and Positioning of products for target market segments.
Marketing concepts and pricing practices. Options for securing product distribution in different markets.

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

Week 13:
Presentation and review of prepared projects, consultation of possible alternatives to prepared strategies and plans.

Seminars are focused on practical topics presented in lectures.

Professional Knowledge, Professional Competencies, Professional Skills

The aim of the course is to provide students with knowledge in the field of marketing and to guide them toward the practical application of marketing principles in business.
The course develops the knowledge and skills necessary for understanding the role and importance of marketing in business, particularly in small businesses. This involves, in particular, understanding the importance of the customer (recognizing their needs and desires, decision-making processes, factors influencing their purchasing behavior, etc.), becoming familiar with methods for analyzing their needs and expectations, and clarifying the principles of using marketing management tools to ensure long-term corporate development.