Study programmes / C-HE Horticultural Engineering / Marketing of Horticulture and Food Industry
Course code:MAZP
Course title in language of instruction:Marketing zahradnictví a potravinářství
Course title in Czech:Marketing zahradnictví a potravinářství
Course title in English:Marketing of Horticulture and Food Industry
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:master continuing
Semester:SS 2018/2019 - FH
Name of lecturer:Mgr. Ing. Martin Prokeš, Ph.D. (examiner, instructor, lecturer, supervisor)
Ing. Martin Souček, Ph.D. (tutor)
Aims of the course:Learn the process of Marketing Management.
Learning to work with application data marketing information system in the field of acquired knowledge should be beneficial in managerial and entrepreneurial activities in everyday life, specific marketing environment in the production, processing and food distribution, respectively Horticultural Products and Services.
Course contents:
1.Principles and importance of marketing (allowance 2/2)
a.The needs and sources of estates
b.Positive and negative features in the marketing field Horticulture and Food
c.Marketing Functions

2.Marketing management, strategy, plan (allowance 2/2)
a.Marketing Management
b.Marketing Strategies,
c.Marketing Plan

3.Marketing environment in the sector and analyzes (allowance 2/2)
a.Marketing Analyses
b.Portfolio Analysis
c.Analysis of competition

4.Marketing information system and research (allowance 2/2)
5.Customer behavior and market segmentation (allowance 2/2)
a.Customer, consumer & benefits
b.Market Segmentation
c.Targeting, Positioning

6.Marketing Mix (allowance 2/2)
a.Product, Price in Food production & Horticulture
b.Placement & distribution in Food production & Horticulture
c.Marketing Communication in Food production & Horticulture

7.Retail Marketing (allowance 4/4)
a.Marketing FMCG

8.Event Marketing, CRM (allowance 2/2)
a.Event Marketing
b.Customer Relationship Management - CRM

9.International Marketing and Marketing of Services (allowance 2/2)
a.Global Marketing Trends
b.Marketing of Services

10.Business and Trade in Horticulture and Food industry (allowance 2/2)
a.Trade Marketing
b.Segmentation of Business Partners

11.Travelling & Tourism (allowance 2/2)
b.Tourism Marketing

Learning outcomes and competences:
Generic competences:
-ability to apply knowledge
-ability to solve problems
-ability to work independently
-capacity to learn
-general knowledge
-professional knowledge
-skilled at utilizing and processing information

Specific competences:
-Ability to assess the quality of using marketing tools.
-Ability to understand product, price, distribution and promotion in the broader context of marketing.
-Ability to use knowledges in preparing a marketing plan and marketing strategies in practice.
-competence to select managerial tools leading to achievement of business objectives

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 methodDaily attendance
Direct teaching
     lecture24 h
     practice24 h
     professional educational excursion2 h
     project work30 h
     workshop6 h
     public presentation (oral)4 h
     preparation for exam30 h
     preparation for regular assessment12 h
     preparation for regular testing4 h
     elaboration and execution of projects4 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.
  • STÁVKOVÁ, J. -- FORET, M. Marketingový výzkum jak poznávat své zákazníky. Praha: Grada Publishing, 2003. 160 p. ISBN 80-247-0385-8.
  • ŠIMO, D. Agrárny marketing. 1st ed. Nitra: Slovenská pol'nohospodárska univerzita, 2010. 279 p. ISBN 978-80-552-0472-7.
  • KOTLER, P. Inovativní marketing : jak kreativním myšlením vítězit u zákazníků. Praha, 1. vyd.: Grada, 2005. 199 p. ISBN 80-247-0921-X.
  • KOTLER, P. -- KELLER, K. Marketing management. Praha: Grada Publishing, 2007. 792 p. ISBN 978-80-247-1359-5.
  • SAUNDERS, J. -- ARMSTRONG, G. -- KOTLER, P. Moderní marketing. Praha: Grada Publishing, 2007. 1048 p. ISBN 978-80-247-1545-2.
  • HALL, C M. Wine marketing: a practical guide. 1st ed. Amsterdam: Elsevier, 2008. 344 p. ISBN 978-0-7506-5420-3.
  • BÁRTA, L. Public relations & marketingová komunikace v obchodu s vínem. 1st ed. Praha: Radix ve spolupráci s Business Institut, 2013. 463 p. ISBN 978-80-87573-07-5.