Course syllabus D-MKT - Marketing (FH - 2019/2020 - post-graduate studies)

     Czech          English          

Course code: D-MKT
Course title in Czech:
Course title in English:
Mode of completion and number of credits:
Exam (0 credits), Ph.D. commissional exam (0 credits)
Mode of delivery and timetabled classes:
full-time, 0/0 (hours of lectures per week / hours of seminars per week)
part-time, 0/0 (lectures per period / seminars per period)
Level of course: doctor
Course type: optional
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad: -- item not defined --
Language of instruction:
Course supervisor:
Mgr. Ing. Martin Prokeš, Ph.D.
Course supervising department:
Faculty: Faculty of Horticulture
doc. Ing. Ivan Malý, CSc. (examiner)
Mgr. Ing. Martin Prokeš, Ph.D. (supervisor)
Timetable in this semester:
-- item not defined --
Aim of the course and learning outcomes:
The aim of the course is to to introduce students with the role and importance of marketing in the horticultural and food industries.
Based on case studies to teach students to enter marketing research and analysis based on select marketing strategy.
To teach students to define and predict the size of the needs and demands of consumers, and derive target markets.
To acquaint the students with decision-making about products, services and communication that will be used in the target markets, with special emphasis on the customer as a consumer.
From a business perspective, the goal of teaching focused on marketing innovation and improvements in product quality, communication and sales promotion.
Course content:
Marketing Analysis (allowance 0/0)
2.Marketing Strategies (allowance 0/0)
3.E-marketíng, Trade Marketing (allowance 0/0)
Event Marketing, CRM (allowance 0/0)
5.Internationaĺ Marketing, Marketing of Services (allowance 0/0)
Trade in Food industry (allowance 0/0)
Travel & Tourism (allowance 0/0)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
Combined form
14 h14 h
practical training
10 h10 h
consultation14 h14 h
project work
20 h20 h
public presentation (oral)2 h
2 h
preparation for exam
40 h
40 h
preparation for regular assessment10 h10 h
preparation of presentation
10 h10 h
elaboration and execution of projects
10 h
10 h
Total130 h
130 h
Assessment methods:
Final Examination
Assessment criteria ratio:
Requirement type
Daily attendance
Combined form
0 %
0 %
Recomended reading and other learning resources:
STÁVKOVÁ, J. -- DUFEK, J. Marketingový výzkum. 2nd ed. Brno: Mendelova zemědělská a lesnická univerzita Brno, 2004. 190 p. ISBN 80-7157-795-2.
STÁVKOVÁ, J. -- FORET, M. Marketingový výzkum jak poznávat své zákazníky. Praha: Grada Publishing, 2003. 160 p. ISBN 80-247-0385-8.
KELLER, L. -- KOTLER, P. Marketing management. Praha: Grada, 2007. 792 p. ISBN 978-80-247-1359-5.
KOTLER, P. Marketing Management. 1st ed. Upper Saddle River: Prentice Hall, 2003. 26 p. ISBN 0-13-049715-0.
AMSTRONG, G. -- KOTLER, P. Principles of marketing. Upper Saddle River: Pearson Education, 2010. 613 p. ISBN 978-0-13-700669-4.
ŠIMO, D. Agrárny marketing. 1st ed. Nitra: Slovenská pol'nohospodárska univerzita, 2010. 279 p. ISBN 978-80-552-0472-7.
NAGYOVÁ, J. Marketingová komunikace není pouze reklama. Praha: VOX, 1999. 150 p. ISBN 80-86324-00-1.
VILHANOVÁ, L. -- NAGYOVÁ, L. -- STÁVKOVÁ, J. Vnímanie kvality potravín a značiek kvality spotrebiteľom v podmienkách slovenského a českého trhu. Acta oeconomica et informatica: vedecký časopis pre ekonomiku a informatiku v pol'nohospodárstve = the scientific journal for economocs and informatics in agriculture. 2011. v. 14, no. 1, p. 25--28. ISSN 1335-2571.

Course listed in study plans for this semester:
-- item not defined --
Course listed in previous semesters:
Teaching place:
Brno, Lednice

Last modification made by Josef Knézlík on 08/14/2019.

Type of output: