Study programmes / B-EPA Economic policy and administration / Marketing I
Course code:MAR
Course title in language of instruction:Marketing I
Course title in Czech:Marketing I
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; part-time, 16/0
(full-time, hours of lectures per week / hours of seminars per week; part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:bachelor
Semester:SS 2019/2020 - FBE
Name of lecturer:Ing. Martin Souček, Ph.D. (instructor)
doc. Ing. Jana Turčínková, Ph.D. (instructor)
Ing. Marek Záboj, Ph.D. (supervisor)
Prerequisites:Business Economics I and to study at faculty Personal Finance
Aims of the course:The objective of this course is to teach students the foundamentals of marketing, the logical structure and interdependence of marketing planning and marketing management. The course will provide students with knowhow that can be applied in their future practice. An important part of the course is the methodological base of marketing as a science, the course provides necessary professional basis for further marketing courses, deepening and widening the field.
Course contents:
1.Understanding the market (allowance 8/4)
a.Introduction to marketing, definitions of basic marketing terminology
b.Man as a consumer, consumer behavior
c.Marketing environment and market competition, fundamentals of marketing reserach, marketing information system
d.Marketing planning, the role of marketing in an organization

2.Market segmentation (allowance 2/2)
a.Segmentation process, segmentation criteria

3.Marketing mix (allowance 14/7)
a.Basic and extended marketing mix, consumer mix and marketing strategies
b.Product, brand, product lifecycle, marketing of services
e.Promotion, ATL, BTL

4.Legal aspects of the goods and services promotion (allowance 2/0)
a.Advertising regulation
b.Consumer rights

Learning outcomes and competences:
Generic competences:
-ability to analyse and synthesize
-ability to apply knowledge
-work in team

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
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture39 h16 h
     practice13 h0 h
     consultation2 h6 h
     preparation for exam5 h53 h
     preparation for regular assessment11 h0 h
     preparation for regular testing11 h0 h
     preparation of presentation3 h0 h
     elaboration and execution of projects14 h28 h
     writing of seminar paper5 h0 h
Total103 h103 h

Basic reading list
  • KOTLER, P. -- KELLER, K L. Marketing management. 14th ed. Boston: Pearson Education, 2012. 1 p. ISBN 978-0-273-75336-0.
  • MCDONALD, M. et al. Marketingový plán: příprava a úspěšná realizace. 1st ed. Brno: BizBooks, 2012. 575 p. ISBN 978-80-265-0014-8.
Recommended reading list
  • KOTLER, P. et al. Moderní marketing: 4. evropské vydání. 1st ed. Praha: Grada, 2007. 1041 p. ISBN 978-80-247-1545-2.
  • JEANNET, J. et al. Proč už neplatí tradiční marketing. 1st ed. Brno: Computer Press, 171 p. ISBN 978-80-251-1536-7.
  • ZYMAN, S. Konec marketingu, jak jsme jej dosud znali. 1st ed. Praha: Management Press, 2005. 214 p. Knihovna světového managementu. ISBN 80-7261-134-8.
  • KURTZ, D L. CONTEMPORARY MARKETING. Manson USA: Cengage Learning, 2012. 784 p. ISBN 978-1-133-62846-0.