Study programmes / C-FT Chemistry and Food Technology / Marketing 1
Course code:MRKT1
Course title in language of instruction:Marketing 1
Course title in Czech:Marketing 1
Course title in English:Marketing 1
Mode of completion and number of credits:Exam (4 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:Czech
Level of course:bachelor
Semester:SS 2018/2019 - FA
Name of lecturer:Ing. Denis Drexler, Ph.D. (instructor)
Ing. Igor Nečas (instructor)
Ing. Astrida Peruthová (instructor)
doc. Ing. Kateřina Ryglová, Ph.D. (examiner, lecturer, supervisor)
Aims of the course:The aim of the course is to familiarize students with the foundamentals and principles of marketing, with emphasis on the agrarian market. In addition, to teach students marketing thinking and practices that can be used in the field of marketing practice. The students will also learn basic methods and tools of contemporary marketing and marketing management.
Course contents:
1.Principles of marketing (allowance 2/1)
2.Marketing management (allowance 2/1)
3.Marketing strategies (allowance 2/1)
4.Marketing plan (allowance 2/1)
5.Marketing enviroment (allowance 2/1)
6.Analysis of portfolio (allowance 2/1)
7.Marketing information system (allowance 2/1)
8.Consumer bahavior (allowance 2/1)
9.Segmentation (allowance 2/1)
10.Marketing mix (allowance 2/1)
11.Product (allowance 2/1)
12.Place (allowance 2/1)
13.Price (allowance 2/1)
14.Promotion - marketing communication (allowance 2/1)
15.International marketing (allowance 2/1)

Learning outcomes and competences:
Generic competences:
-ability to apply knowledge
-ability to organize and plan ahead
-capacity to adapt to new situations
-capacity to learn
-professional knowledge
-skilled at utilizing and processing information
-spirit of enterprise

Specific competences:
-Students are able to define basic marketing concepts.
-Students are able to draft a marketing mix based on customer preferences.
-Students know the principles of market segmentation
-Students know the principles of marketing planning
-Students will be able to analyze data for the purposes of marketing activities
-Students will be able to analyze the internal and external environment
-The ability to prepare a marketing plan for the practice, to understand the product, price, distribution and promotion in the context of marketing.

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:Exam (4 credits), assignments in seminars, final project and a final test, the necessary knowledge from lectures and seminars, literature and mandatory files on the DS. More detail for a particular semester in the syllabus at DS (Document Server).
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendance
Direct teaching
     lecture28 h
     practice14 h
     preparation for exam18 h
     preparation for regular assessment10 h
     preparation for regular testing10 h
     elaboration of reports2 h
     elaboration and execution of projects20 h
     writing of seminar paper10 h
Total112 h

Basic reading list
  • KARLÍČEK, M. Základy marketingu. 2nd ed. Grada, 2018. 285 p. ISBN 978-80-247-5869-5.
Recommended reading list
  • KELLER, K L. -- KOTLER, P. Marketing management. Praha: Grada, 2013. 816 p. ISBN 978-80-247-4150-5.
  • KOZEL, R. -- SVOBODOVÁ, H. -- MYNÁŘOVÁ, L. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing, a.s., 2011. 304 p. ISBN 978-80-247-3527-6.
  • HALL, C M. Wine marketing: a practical guide. 1st ed. Amsterdam: Elsevier, 2008. 344 p. ISBN 978-0-7506-5420-3.