Study programmes / B-EMEN Economics and Management / Marketing I
Course code:MARA
Course title in language of instruction:Marketing I
Course title in Czech:Marketing I v AJ
Course title in English:Marketing I
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1
(full-time, hours of lectures per week / hours of seminars per week)
Language of instruction:English
Level of course:bachelor
Semester:WS 2017/2018 - FBE
Name of lecturer:doc. Ing. Jana Turčínková, Ph.D. (supervisor)
Prerequisites:not Final Bachelor Exam
Aims of the course:The course explains the role and the importance of marketing in
business activities. The students learn to define and forecast desires and
demands of consumers and derive from that the target markets. Familiarize
students with product and service decisions, with use of marketing programs,
which can be used on target markets. Emphasis is certainly laid on consumers
as a prime factor in marketing decision. From firm's view is the importance
of marketing also found in product innovation and quality maximizing, in
sale promotion, etc.
Course contents:
1.What is marketing? (allowance 2/0)
2.Marketing planning and information (allowance 4/0)
3.Understanding the market (allowance 4/0)
4.Consumer behavior (allowance 4/0)
5.Organizational buying behavior (allowance 2/0)
6.Product and service strategy (allowance 4/0)
7.Pricing (allowance 2/0)
8.Distribution (allowance 2/0)
9.Promotion (allowance 2/0)
10.Case studies (allowance 0/26)

Learning outcomes and competences:
Generic competences:
-ability to make decisions
-capacity to adapt to new situations
-leadership skills
-professional knowledge
-spirit of enterprise

Specific competences:
-Student has the ability to set up the marketing mix based on customer preferences.
-Student is able to analyse data for needs of marketing activities.
-Student is able to analyse internal and external environment.
-Student knows the principles of market segmentation.
-Student knows the principles of marketing planning.
-Students are able to define basic marketing concepts.

Type of course unit:required
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:To earn a credit, students must submit and present a group project and meet min. 7 out of 10 established criteria to be accepted as complete, they must also collect min. 2 questionnaires for market research (detail provided at the lecture, max. gain 18 points). The evaluation includes an individual project (details provided at the seminar, max. gain 12 points) and 2 seminar tests (each up to 10 points). The final written exam consists of three parts: 1st part (5 questions on basic marketing principles that must be answered correctly), 2nd part, where the necessary gain is min 25 points of 50 and 3rd part with an open question. The final grade is the sum of points obtained in seminaries and test.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendance
Direct teaching
     lecture28 h
     practice14 h
     field work10 h
     project work20 h
     public presentation (oral)2 h
     preparation for exam30 h
     preparation for regular assessment16 h
     preparation of presentation8 h
     report from excursion, tour, practical placement2 h
     writing of seminar paper10 h
Total140 h

Basic reading list
  • JOBBER, D. Principles and Practice of Marketing. London: McGraw-Hill Book Comp., 1995. 20 p. ISBN 0-07-707935-3.
  • Marketing: Instructor's Manual to Accompany. New York: McGraw-Hill, 1992. 757 p. ISBN 0-07-006815-1.
  • Marketing: Study Guide to Accompany. New York: McGraw-Hill, 1992. 330 p. ISBN 0-07-006844-5.
  • BERKOWITZ, E N. -- KERIN, R A. Marketing. 2. vyd. Homewood: Irwin, 1989. 25 p. ISBN 0-256-07513-1.