Type of course:
Number of credits:4
Hours  (Lecture/Seminar/Lab): 30/0/0

Host institute:

Purpose and requirements of the subject:
The basic purpose of the subject is to provide students with marketing fundamentals that will help them cope with situations in a competitive business environment. The course focuses on giving an overview of marketing, its essence, and the environment and relations of markets. It presents marketing tools and methods in depth, without a detailed introduction to marketing techniques. The emphasis is on the approach, for example, the concept of product and service, their development and marketing tasks, the communication with the market environment beyond advertisements; covering product distribution, sales systems, pricing strategy from a marketing point of view, and also marketing ethics. E-commerce and online marketing communication are also highlighted issues of the subject.
The course will enable students to successfully solve marketing tasks and communication problems in the everyday practice of their chosen field, with the help of appropriate marketing literature.


  • The emergence of the marketing approach
  • Market environment analysis
  • Basic features of the consumer and the organized market
  • Objectives and plans
  • Planning supply chain differentiation
  • The information system as a support for planning
  • Product policy
  • Pricing policy
  • The sales system
  • E-commerce
  • Marketing communication
  • Planning and running marketing activities
  • Business behaviour regulators