Course syllabus MRKTPC - Marketing in Enterprise Activities (FA - SS 2018/2019)

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Course code: MRKTPC
Course title in Czech: Marketing in Enterprise Activities
Course title in English:
Marketing in Enterprise Activities
SS 2018/2019
Mode of completion and number of credits:
Exam (5 credits)
Mode of delivery and timetabled classes:
full-time, 2/2 (hours of lectures per week / hours of seminars per week)
Level of course:
Course type:
Type of delivery:
Mode of delivery for our mobility students abroad:
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Language of instruction:
Course supervisor:
doc. Ing. Kateřina Ryglová, Ph.D.
Course supervising department:
Ing. Igor Nečas (examiner, instructor)
doc. Ing. Kateřina Ryglová, Ph.D. (examiner, lecturer, supervisor)
Prerequisites: none
Timetable in this semester:
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Aim of the course and learning outcomes:
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 content:
1.Basic marketing concepts, definitions of agricultural marketing, marketing environment (allowance 2/2)
The characteristics of primary agricultural products, business services companies and food businesses, primary (allowance 2/2)
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)
Marketing promotion tools (allowance 2/2)
Promotional mix (allowance 2/2)
8.Specifics of the transport of agricultural and food products (allowance 2/2)
Marking of goods, country of origin, trademarks, logos (allowance 2/2)
Participation in agrarian and food fairs and exhibitions (allowance 2/2)
The difficulty of promoting and advertising the corporate funds (allowance 2/2)
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 activities and teaching methods:
Type of teaching method
Daily attendance
28 h
28 h
professional educational excursion
6 h
consultation2 h
public presentation (oral)
2 h
preparation for exam
20 h
preparation for regular assessment
14 h
preparation for regular testing
10 h
writing of seminar paper
30 h
140 h
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).
Assessment criteria ratio:
Requirement type
Daily attendance
0 %
Recomended reading and other learning resources:
KARLÍČEK, M. Základy marketingu. 2nd ed. Grada, 2018. 285 p. ISBN 978-80-247-5869-5.

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.

Course listed in study plans for this semester:
Field of study B-AGE-ABU Agribusiness, full-time form, initial period WS 2017/2018
Course listed in previous semesters:
SS 2019/2020, SS 2017/2018, SS 2016/2017, WS 2016/2017, SS 2015/2016, WS 2015/2016 (and older)
Teaching place: Brno

Last modification made by Ing. Michal Karhánek on 04/25/2019.

Type of output: