Course syllabus MRKTPC - Marketing in Enterprise Activities (FA - SS 2015/2016)

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Course code: MRKTPC
Course title in Czech:
Marketing in Enterprise Activities
Course title in English:
Marketing in Enterprise Activities
SS 2015/2016
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: bachelor
Course type:
Type of delivery:
Mode of delivery for our mobility students abroad: -- item not defined --
Language of instruction:
Course supervisor:
doc. Ing. Kateřina Ryglová, Ph.D.
Course supervising department:
Department of Marketing and Trade (FBE)
Faculty of AgriSciences
doc. Ing. Kateřina Ryglová, Ph.D. (examiner, lecturer, supervisor)
Ing. Eva Skálová (examiner, instructor, lecturer)
Prerequisites: none
Timetable in this semester:
-- item not defined --
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:
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)
Peculiarities of agrarian marketing, marketing, sales organizations and food business (allowance 2/2)
Marketing mix (allowance 2/2)
6.Marketing promotion tools (allowance 2/2)
7.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)
10.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)
Theoretical principle of trade (allowance 2/2)
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
2 h
public presentation (oral)
2 h
preparation for exam
20 h
preparation for regular assessment14 h
preparation for regular testing
10 h
writing of seminar paper30 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 typeDaily attendance
0 %
Recomended reading and other learning resources:
KOTLER, P. Marketing, management. Praha: Grada Publishing, 2001. 720 p. ISBN 80-247-0016-6.
SVĚTLÍK, J. Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2005. 340 p. ISBN 80-86898-48-2.
FORET, M. -- PROCHÁZKA, P. -- URBÁNEK, T. Marketing - základy a principy. 2nd ed. Brno: Computer Press, 2005. 149 p. ISBN 80-251-0790-6.

PROCHÁZKA, P. Marketing v agrokomplexu. Brno: MZLU, 1999.
STÁVKOVÁ, J. Analýza významu odbytových organizací, jejich funkcí a právního postavení na trhu s agrárními produkty a identifikace vztahů center a komoditních burz, Závěrečná výzkumná zpráva. Brno: MZLU, 2003.
STÁVKOVÁ, J. Uvádění potravinářských výrobků na trh, balení, označování, zásady propagování, reklamy a spolupráce s obchodními a distribučními systémy, Závěrečná výzkumná práce. Brno: MZLU, 2004.

Course listed in study plans for this semester:
Field of study B-AGE-ABU Agribusiness, full-time form, initial period WS 2014/2015
Course listed in previous semesters:
SS 2019/2020, SS 2018/2019, SS 2017/2018, SS 2016/2017, WS 2016/2017, WS 2015/2016 (and older)
Teaching place:

Last modification made by Ing. Michal Karhánek on 05/05/2016.

Type of output: