Course syllabus MVY - Marketing II (FBE - WS 2020/2021)

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Course code:
Course title in Czech:
Marketing II
Course title in English:
Marketing II
Semester: WS 2020/2021
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)
part-time, 16/0 (lectures per period / seminars per period)
Level of course:
master continuing
Course type:
Type of delivery:
Mode of delivery for our mobility students abroad:
It is not possible to study the subject during the international mobility.
Language of instruction:
Course supervisor: Mgr. Ing. Naďa Hazuchová, Ph.D.
Course supervising department: Department of Marketing and Trade (FBE)
Ing. Irena Antošová (instructor)
Mgr. Ing. Naďa Hazuchová, Ph.D. (examiner, lecturer, supervisor)
prof. Ing. Jana Stávková, CSc. (examiner, lecturer)
Timetable in this semester:
-- item not defined --
Aim of the course and learning outcomes:
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 content:
Marketing research (allowance 12/8)
Definition of marketing research, description environment
Marketing information system and its subsystems
Process and organization of marketing research
Forms of marketing research
Methodology of research process
Analysis and interpretation of data
Specific areas of marketing research application (market, product, communication, demand supply, price researches etc.)

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

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

Learning activities and teaching methods:
Type of teaching method
Daily attendance
Combined form
28 h
16 h
28 h
0 h
5 h
16 h
project work10 h0 h
public presentation (oral)1 h
0 h
preparation for exam
24 h
40 h
preparation for regular assessment10 h20 h
preparation for regular testing10 h0 h
preparation of presentation
4 h
0 h
elaboration of reports
0 h
18 h
writing of seminar paper
20 h
30 h
140 h
140 h
Assessment methods:
The conditions of the course Marketing II are based on a score system. The student can earn 150 points in total, including 100 points for seminar activities and 50 points for the exam test.

To obtain a preliminary, the student must have at least 60 points: voluntary test; team project (at least 60 %) and defense of the project (at least 60 %). Students have to be present at 9 seminars at least. Last but not least, they have to be present at the lectures with specialist (these 2 lectures will be announced in advance). The voluntary test has no repair options. The semester project is written in teams of 4-5 students. The project and the project defense can be corrected twice.

The exam will take place in electronic form with a follow-up oral exam. It is necessary to obtain at least 60% of points from the written exam. The final grade is calculated from the test results and points from seminars as follows: less than 60% F, 60% or more E, 68% or more D, 75% and more C, 83% and more B and 90% and more A .

The oral part of the exam is mandatory for students who gain less than 75% points from seminars and exam together. Other students can take the oral exam voluntarily to improve the mark.
Assessment criteria ratio:
Requirement type
Daily attendance
Combined form
Active lecture/seminar/workshop/tutorial participation5 %
5 %
Term paper40 %40 %
5 %
5 %
Mid-term test(s)
10 %
10 %
Final test
20 %20 %
Final oral exam20 %20 %
Total100 %100 %
Recomended reading and other learning resources:
NAGYOVÁ, Ľ. -- STÁVKOVÁ, J. -- HORSKÁ, E. Výskum trhu. Nitra: SPU v Nitre, 2014. 310 p. ISBN 978-80-552-1271-5.
KOUDELKA, J. Spotřebitelé a marketing. 1st ed. C.H. Beck, 2018. 354 p. Beckova edice ekonomie. ISBN 978-80-7400-693-7.
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.
HEBÁK, P. Statistické myšlení a nástroje analýzy dat. 2nd ed. Praha: Informatorium, 2015. 877 p. ISBN 978-80-7333-118-4.
TAHAL, R. Základní metody sběru primárních dat v marketingovém výzkumu. 1st ed. C.H. Beck, 2015. 99 p. Beckovy ekonomické učebnice. ISBN 978-80-7400-585-5.
VYSEKALOVÁ, J. Chování zákazníka. Praha: Grada, 2011. 360 p. ISBN 978-80-247-3528-3.

Course listed in study plans for this semester:
Field of study C-EM-ME Business Economics and Management, full-time form, initial period SS 2019/2020
Field of study C-EM-ME Business Economics and Management, part-time form, initial period SS 2019/2020
Field of study C-EM-ME Business Economics and Management, full-time form, initial period WS 2020/2021
Track ENM Management, full-time form, initial period WS 2020/2021
Track ENM Management, part-time form, initial period WS 2020/2021
Track ENMO Marketing and Trade, full-time form, initial period WS 2020/2021
Field of study C-EM-ME Business Economics and Management, part-time form, initial period WS 2020/2021
Course listed in previous semesters:
Teaching place: Brno

Last modification made by Ing. Jiří Gruber on 06/01/2020.

Type of output: