Subject description - A1M16MAR

Summary of Study | Summary of Branches | All Subject Groups | All Subjects | List of Roles | Explanatory Notes               Instructions
A1M16MAR Marketing Extent of teaching:2+2s
Guarantors:  Roles:P,V Language of
Teachers:  Completion:Z,ZK
Responsible Department:13116 Credits:5 Semester:Z


The role and functions of the marketing management. Marketing research and marketing information system. Concepts of marketing strategy. The use of product life cycle and portfolio. Marketing-mix. Product and service policy, pricing and contractation policy, communication, distribution. Controlling and audit.

Course outlines:

1. Management and marketing
2. The marketing concept of the management in the firm
3. Marketing research
4. The behaviour of demand side and the market segmentation
5. Analisis of portfolio and product life cycle
6. The strategy product/market
7. Product, assortment and service policy
8. Innovation, differentiation, variation
9. Contractation policy, pricing
10. Communication policy - publicity, advertising etc.
11. The choice of distribution channels and sales
12. The choice of marketing strategies
13. Marketing-mix
14. The role and organisation of marketing in the firm

Exercises outline:

1. Managerial circle, management tools
2. Management concept, marketing concept
3. Marketing research - forms and methods
4. The choice of research methods
5. Inquiring, results evaluation
6. Strength/weakness analysis
7. The product life cycle
8. Product portfolio
9. The firm`s assortment policy
10. Pricing
11. The choice of advertising media
12. Marketing strategy, marketing-mix
13. Final test
14. Evaluation, credit


1. Kotler, P.: Marketing Management. Prentice-Hall Inc. 2010
2. Randall, G.: Principles of Marketing, Thomson Learning 2001




Subject is included into these academic programs:

Program Branch Role Recommended semester
MPEEM4 Economy and Management of Power Engineering P 1
MPEEM5 Economy and Management of Electrical Engineering P 1
MPIB Common courses V
MPKME1 Wireless Communication V 1
MPKME5 Systems of Communication V 1
MPKME4 Networks of Electronic Communication V 1
MPKME3 Electronics V 1
MPKME2 Multimedia Technology V 1
MPKYR4 Aerospace Systems V 1
MPKYR1 Robotics V 1
MPKYR3 Systems and Control V 1
MPKYR2 Sensors and Instrumentation V 1

Page updated 28.2.2020 15:51:33, semester: Z,L/2020-1, Z,L/2019-20, Send comments about the content to the Administrators of the Academic Programs Proposal and Realization: I. Halaška (K336), J. Novák (K336)