Study programmes / B-AGE Agricultural Engineering / Marketing in Enterprise Activities
Course code:MRKTPC
Course title in language of instruction:Marketing v podnikatelské činnosti
Course title in Czech:Marketing v podnikatelské činnosti
Course title in English:Marketing in Enterprise Activities
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/2
(full-time, hours of lectures per week / hours of seminars per week)
Language of instruction:Czech
Level of course:bachelor
Semester:SS 2019/2020 - FA
Name of lecturer:Ing. Astrida Peruthová (instructor)
doc. Ing. Kateřina Ryglová, Ph.D. (examiner, lecturer, supervisor)
Aims of the course:Preparing students to use marketing techniques in the business activities of enterprises of primary agricultural production, marketing organizations, business services and food businesses, as prerequisites for understanding the agrarian nature of marketing and its practical implementation. Within the course, students will gain knowledge about the use of marketing in agricultural primary production, trade, distribution and processing of domestic and imported food ingredients and food at the same time components for the manufacture of feed products. They will gain knowledge about the trade of agrarian products on commodity markets as well as specifics of the use of marketing techniques in additional services provided by enterprises of primary agricultural production.
Course contents:
1.Basic marketing concepts, definitions of agricultural marketing, marketing environment (allowance 2/2)
2.The characteristics of primary agricultural products, business services companies and food businesses, primary (allowance 2/2)
3.Specifics of domestic agricultural and food market and market advanced agrarian EU (allowance 2/2)
4.Peculiarities of agrarian marketing, marketing, sales organizations and food business (allowance 2/2)
5.Marketing mix (allowance 2/2)
6.Marketing promotion tools (allowance 2/2)
7.Promotional mix (allowance 2/2)
8.Specifics of the transport of agricultural and food products (allowance 2/2)
9.Marking of goods, country of origin, trademarks, logos (allowance 2/2)
10.Participation in agrarian and food fairs and exhibitions (allowance 2/2)
11.The difficulty of promoting and advertising the corporate funds (allowance 2/2)
12.Trade relations between the parties to supply verticals (allowance 2/2)
13.Theoretical principle of trade (allowance 2/2)
14.Corn bursa (allowance 2/2)

Learning outcomes and competences:
Generic competences:
-ability to analyse and synthesize
-ability to apply knowledge
-ability to organize and plan ahead
-science and research skills

Specific competences:
-Student has the ability to set up the marketing mix based on customer preferences
-Student is able to analyze data for needs of marketing activities
-Student is able to analyze 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
-The student knows the specifics of domestic agricultural and food market and the market of advanced agrarian EU countries

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 (5 credits), assignments in seminars and tests on computers, final project and a final test. Students must earn at least 60%. Students are required to follow content of lectures and seminars, required readings and files on DS. For more details see DS (Document Server).
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendance
Direct teaching
     lecture28 h
     practice28 h
     professional educational excursion6 h
     consultation2 h
     public presentation (oral)2 h
     preparation for exam20 h
     preparation for regular assessment14 h
     preparation for regular testing10 h
     writing of seminar paper30 h
Total140 h

Basic reading list
  • KARLÍČEK, M. Základy marketingu. 2nd ed. Grada, 2018. 285 p. ISBN 978-80-247-5869-5.
Recommended reading list
  • BEČVÁŘOVÁ, V. -- TAMÁŠ, V. -- ZDRÁHAL, I. Agrobyznys v rozvoji regionu. 1st ed. Brno: Mendelova univerzita v Brně, 2013. 115 p. ISBN 978-80-7375-799-1.
  • BEČVÁŘOVÁ, V. et al. Budoucnost zemědělství a konkurenceschopnost v zemědělství ČR a EU a globální souhrnnosti. 1st ed. Praha: ÚZEI, 2010. 58 p. 1. ISBN 978-80-87262-02-3.
  • HALL, C M. Wine marketing: a practical guide. 1st ed. Amsterdam: Elsevier, 2008. 344 p. ISBN 978-0-7506-5420-3.
  • 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, 2011. 304 p. ISBN 978-80-247-3527-6.