Study programmes / C-EM Economics and Management / Marketing II
Course code:MVY
Course title in language of instruction:Marketing II
Course title in Czech:Marketing II
Course title in English:Marketing II
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; 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:master continuing
Semester:WS 2018/2019 - FBE
Name of lecturer:Ing. Irena Antošová (instructor)
Mgr. Ing. Naďa Hazuchová, Ph.D. (examiner, instructor, lecturer, tutor)
Ing. Stanislav Mokrý, Ph.D. (examiner, instructor, tutor)
prof. Ing. Jana Stávková, CSc. (lecturer, supervisor)
Ing. Marcela Tuzová, Ph.D. (examiner, instructor, tutor)
Ing. Lucie Veselá, Ph.D. (examiner, instructor, tutor)
Prerequisites:Final Bachelor Exam
Aims of the course:The objective of this course is to introduce marketing research as a process, to introduce a methodology of a research process, environment of marketing research and areas of marketing research application. Related topics consumer behaviour and segmentation are included. The final part is devoted to relationship marketing and students will be enabled to work with some of the CRM systems. Last we will deal with culture and marketing ethics. After passing this course the student will be able to define a marketing problem, gather primary or secondary data, statistically process the data and analyze the data so the student can design a solution of a problem.
Course contents:
1.Marketing research (allowance 12/8)
a.Definition of marketing research, description environment
b.Marketing information system and its subsystems
c.Process and organization of marketing research
d.Forms of marketing research
e.Methodology of research process
f.Analysis and interpretation of data
g.Specific areas of marketing research application (market, product, communication, demand supply, price researches etc.)

2.Consumer behaviour and segmentation research (allowance 8/2)
a.Consumer and consumer behaviour determinants
b.Formation of consumer's behaviour predispositions, needs, decision making process
c.Consumption communication - understanding, perception, retention
d.Market segmentation, consumer's typology
e.Consumer data analysis

3.Relationship marketing and marketing ethics (dotace 8/8) (allowance 8/4)
a.Customer relationship management (CRM), database marketing
b.Communication testing
c.Organizational culture and marketing ethics

Learning outcomes and competences:
Generic competences:
-ability to apply knowledge
-ability to organize and plan ahead
-ability to work independently
-capacity to adapt to new situations
-science and research skills
-skilled at utilizing and processing information

Specific competences:
-Student can describe models of consumer behavior
-Student can describe process of segmentation
-Student can describe the system of customer relationship management
-Student can describe the whole process of marketing research
-Student can prepare, coordinate and implement marketing research
-Student is able to develop and implement processes customer relationship management
-Student is able to make a segmentation of customers
-Students can apply knowledge of the consumer behavior models in practice

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:Evaluation of the course is based on a scoring system.
Students obtain credits based on the appraisal of their course work, individual research project and two tests (max 150b. min. 90). Final exam consists of the written test and oral presentation. The final grade is based on both on the test score and the performance in seminars.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture28 h16 h
     practice28 h0 h
     consultation5 h16 h
     project work10 h0 h
     public presentation (oral)1 h0 h
     preparation for exam24 h40 h
     preparation for regular assessment10 h20 h
     preparation for regular testing10 h0 h
     preparation of presentation4 h0 h
     elaboration of reports0 h18 h
     writing of seminar paper20 h30 h
Total140 h140 h

Basic reading list
  • SOUČEK, M. Marketing II.  [online]. Brno. 2012. URL:
  • SCHIFFMAN, L G. -- KANUK, L L. Nákupní chování. 1st ed. Brno: Computer Press, 2004. 633 p. ISBN 80-251-0094-4.
  • KOZEL, R. -- MYNÁŘOVÁ, L. -- SVOBODOVÁ, H. Moderní metody a techniky marketingového výzkumu. 1st ed. Praha: Grada, 2011. 304 p. Expert. ISBN 978-80-247-3527-6.
  • BRYMAN, A. -- BELL, E. Business research methods. 2nd ed. Oxford ;,: Oxford University Press, 786 p. ISBN 978-0-19-928498-6.
Recommended reading list
  • FORET, M. -- STÁVKOVÁ, J. Marketingový výzkum - Jak poznávat své zákazníky. Praha: Grada Publishing, 2003. 159 p. ISBN 80-247-0385-8.
  • HENDL, J. Kvalitativní výzkum. Základní teorie, metody a aplikace. Praha: Portál, 2008. 408 p. ISBN 978-80-7367-485-4.
  • HENDL, J. Přehled statistických metod: analýza a metaanalýza dat. 3rd ed. Praha: Portál, 2009. 695 p. ISBN 978-80-7367-482-3.
  • Marketing research. 6th ed. Upper Saddle River, N.J.: Prentice Hall, 695 p. ISBN 978-0-13-713599-8.