B_MAR Marketing

Institute of Technology and Business in České Budějovice
winter 2025
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Mgr. Michal Konečný, PhD. (seminar tutor)
Ing. Michal Ruschak, MBA (seminar tutor)
Guaranteed by
Ing. Radim Dušek, Ph.D.
Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
B_MAR/K12: Sat 4. 10. 9:40–11:10 E1, Sat 18. 10. 11:25–15:55 E1, Sat 1. 11. 13:05–17:35 E1, Sat 6. 12. 13:05–14:35 E1, R. Dušek
B_MAR/P01: Mon 11:25–12:55 E1, R. Dušek
B_MAR/S01: Tue 16:30–18:00 I303, M. Ruschak
B_MAR/S02: Wed 16:30–18:00 I303, M. Ruschak
B_MAR/S03: Tue 11:25–12:55 E6, M. Konečný
B_MAR/S04: Tue 14:50–16:20 E7, M. Konečný
B_MAR/S05: Thu 14:50–16:20 D515, M. Konečný
B_MAR/S06: Wed 11:25–12:55 E5, M. Konečný
B_MAR/S07: Tue 13:05–14:35 E4, M. Konečný
B_MAR/S08: Tue 9:40–11:10 I102, M. Konečný
B_MAR/S09: each odd Thursday 13:05–14:35 D515 and each even Thursday 13:05–14:35 I316, M. Konečný
B_MAR/S10: Thu 9:40–11:10 D515, M. Konečný
B_MAR/S11: Wed 14:50–16:20 D416, M. Konečný
Prerequisites (in Czech)
OBOR(BPEp) || OBOR(BPEk)
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The aim of the course is to introduce students to the fundamentals of modern marketing and current trends in sustainable marketing. The lectures focus on explaining key marketing principles and concepts, such as the 4P marketing mix, market research, segmentation, and consumer behavior, while also addressing approaches centered on sustainability and social responsibility. Students will learn about concepts such as green marketing and sustainable consumer behavior. By completing the course, students will gain a comprehensive overview and knowledge of marketing, including the skills to apply sustainable approaches in marketing strategies.
Learning outcomes
Successful graduate:

- can practically solve basic marketing problems,
- can determine the basic segmentation criteria for a selected product (product or service),
- is able to analyze the marketing mix tools (product, price, communication mix, distribution),
- is able to design marketing research,
- is able to properly prepare marketing survey,
- is able to apply sustainable marketing principles in practice.
Syllabus
  • Lectures:
  • 1. Definition of Marketing, Evolution of Business Concepts
  • 2. Marketing Mix, Trends in Sustainable Marketing
  • 3. The STP Process - Segmentation, Targeting, Positioning
  • 4. Consumer Behavior, Circularity in Consumption
  • 5. Marketing Research, Marketing Information System
  • 6. Methods of Marketing Research
  • 7. Product Policy
  • 8. Pricing and Distribution Policy
  • 9. Marketing Communication, Greenwashing
  • 10. Tools of the Communication Mix I
  • 11. Tools of the Communication Mix II
  • 12. Transparency and Ethics in Marketing
  • 13. Service Marketing
  • Seminars:
  • 1. Introduction to the Course
  • 2. Current Marketing Trends, Green Marketing Strategies
  • 3. Selection of a Suitable Business Concept with a Focus on Sustainability
  • 4. Product Portfolio Analysis
  • 5. The STP Process within a Selected Business Area
  • 6. Implementation of Marketing Research
  • 7. Marketing Communication – Design of a Logo and Slogan
  • 8. Marketing Communication – Advertisement Design
  • 9. Marketing Communication in the Online Environment
  • 10. Creating a Successful Business Presentation
  • 11.–13. Team Project Presentations
Literature
    required literature
  • KOTLER, P. a G. ARMSTRONG, 2014. Principles of marketing. 15th global ed. Harlow: Pearson. ISBN 978-0-273-78699-3.
  • KARLÍČEK, M. et al., 2018. Základy marketingu. 2., přeprac. a rozš. vyd. Praha: Grada. ISBN 978-80-247-5869-5.
  • KOTLER, P. et al. 2019. Marketing Management_p4: European Edition. [s. l.]: Pearson Higher. ISBN 1292248440.
    recommended literature
  • GODIN, S., 2020. Tohle je marketing! Praha: Grada
  • DIB, A., 2020. Marketingový plán na jednu stránku. Praha: Grada.
  • KARLÍČEK, M., 2016. Marketingová komunikace: jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-247- 5769-8.
Forms of Teaching
Lecture
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
essay2121
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial1332
Preparation for the Final Test3060
Final test11
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion2616
Total:130130
Assessment Methods and Assesment Rate
Test – final 70 %
essay 30 %
Exam conditions
For successful completion of the course it is necessary to achieve at least 70 % of the course and final test together under the conditions specified below. In the course test, students can get up to 30 points, i.e. 30 %. In the final test, students can get up to 70 points, i.e. 70 %. Grading for the course, i.e. points for the final test (70 - 0) + points for the course test (30 - 0): A 100 – 90, B 89.99 – 84, C 83.99 – 77, D 76.99 – 73, E 72.99 – 70, FX 69.99 – 30, F 29.99 – 0. Students in the full-time form of study are obliged to participate in 70 % of the lessons (except for lectures). If this condition is not fulfilled, the student will automatically get “-” grade.
70 % attendance at seminars and exercises is compulsory for daily students.
Course test:
essay (10 Standard pages) - 30 % (i.e. 30 points)
Final test:
Final test - 70 % (i.e. 70 points)
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Teacher's information
Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.The evaluation of students with an individual study plan (ISP) will consist of a continuous evaluation (essay according to the requirements given in the IS, however without the need to present it - max. 30 points) and a final evaluation (final test - max. 70 points). Students with ISPs are obliged to contact the teacher of their seminar group immediately after the approval of their individual study plan; if the student does not do it within two weeks of approval, his ISP will not be taken into account.

Supplementary study material: e-learning Supporting modern trends in teaching with regard to Best practice - https://projectbestpractice.cz/cs/e-learning/

The course is also listed under the following terms summer 2026.
  • Enrolment Statistics (winter 2025, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2025/B_MAR