Study programmes / B-HE Horticultural Engineering / Marketing p/t
Course code:KMRS
Course title in language of instruction:K-Marketing
Course title in Czech:K-Marketing
Course title in English:Marketing p/t
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:part-time, 18/9
(part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:bachelor; master
Semester:SS 2019/2020 - FH
Name of lecturer:Mgr. Ing. Martin Prokeš, Ph.D. (examiner, instructor, lecturer, supervisor, tutor)
Prerequisites:studied part-time form
Aims of the course:The course aims to teach students the basics of marketing and introduce the basic principles and practices of marketing, which they can use outside the Studies, both in business as well as in everyday life. Gradually will discuss the basic methods and tools of contemporary marketing, marketing research, marketing strategies, studies consumer behavior, competition, marketing mix and marketing management.
Course contents:
1.1st Basic principles and importance of marketing (allowance 2 / 1)
2nd Marketing management (allowance 2 / 1)
3rd Marketing Strategies (allowance 2 / 1)
4th Marketing plan (allowance 2 / 1)
5th Marketing environment (allowance 2 / 1)
6th Portfolio Analysis (allowance 2 / 1)
7th Marketing information system (allowance 2 / 1)
8th Consumer behavior (allowance 2 / 1)
9th Market Segmentation (allowance 2 / 1)
10th Marketing mix (allowance 2 / 1)
11th Product (allowance 2 / 1)
12th Distribution (allowance 2 / 1)
13th Price (allowance 2 / 1)
14th Promotion and marketing communication (allowance 2 / 1)
15th International Marketing (allowance 2 / 1)
(allowance 2/2)

Learning outcomes and competences:
Generic competences:
-ability to analyse and synthesize
-ability to apply knowledge
-ability to solve problems
-capacity to learn

Specific competences:
-Aplication of knowledges in practice
-Basic knowledge of professional marketing
-Developing creativity in areas of expertise
-The ability to handle the concept and strategy of the company

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:Oral presentation of the project, granting credit in accordance with the final written test and final oral exam. Fulfilling scoring in the limit of at least 60% of all evaluated tests and tasks.
Learning activities and study load (hours of study load)
Type of teaching methodCombined form
Direct teaching
     lecture24 h
     practice24 h
     consultation2 h
     project work12 h
     public presentation (oral)4 h
     preparation for exam20 h
     preparation for regular assessment10 h
     preparation for regular testing8 h
     preparation of presentation8 h
     elaboration and execution of projects8 h
     writing of seminar paper20 h
Total140 h

Basic reading list
  • FORET, M. -- PROCHÁZKA, P. -- URBÁNEK, T. Marketing: základy a principy. 2nd ed. Brno: Computer Press, 2005. 149 p. ISBN 80-251-0790-6.
  • KOTLER, P. Marketing management. Management press, 2002. 367 p. ISBN 80-247-0016-6.
  • KOTLER, P. Marketing podle Kotlera: jak vytvářet a ovládnout nové trhy. 1st ed. Praha: Management Press, 2000. 258 p. ISBN 80-7261-010-4.
  • Konkurenční strategie: Metody pro analýzu odvětví a konkurentů. Praha: Victoria Publishing, 1994. 403 p. ISBN 80-85605-11-2.
  • Konkurenční výhoda: (Jak vytvořit a udržet si nadprůměrný výkon). Praha: Victoria Publishing, 1993. 626 p. ISBN 80-85605-12-0.
  • Foret, M., Stávková, J.: Marketingový výzkum, Praha: Grada Publishing, a. s., 2003, ISBN 80-2470385-8. Praha: Grada Publishing, a. s., 2003. ISBN 80-247-0385-8.
  • SINEK, S. Začněte s proč: jak vůdčí osobnosti inspirují k činům. 1st ed. V Brně: Jan Melvil, 2013. 255 p. Žádná velká věda. ISBN 978-80-87270-55-4.
  • HAIG, M. Království značky: [největší omyly a úspěchy všech dob]. 1st ed. Praha: Ekopress, 2006. 322 p. ISBN 80-86929-09-4.
  • RYGLOVÁ, K. -- BURIAN, M. -- VAJČNEROVÁ, I. Cestovní ruch - podnikatelské principy a příležitosti v praxi. 1st ed. Praha: Grada, 2011. 213 p. ISBN 978-80-247-4039-3.