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Marketing Project

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0334/02
Number of ECTS Credits Allocated3 ECTS credits
Type of Course Unit *Choice-compulsory type B
Level of Course Unit *Second Cycle
Year of Study *Second Year
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionCzech
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
URM003Ing. Jaroslav Urminský, Ph.D.
Summary
Learning Outcomes of the Course Unit
1. To design a marketing project plan
2. To design a budget for marketing project
3. To fing the relevant sources for solving marketing project
4. To solve marketing project
5. To build competence to present the result of marketing project
Course Contents
The project can be focused on:
- draft communication strategy,
- development of a questionnaire survey,
- processing of market research data,
- brand building on domestic and foreign markets,
- database management for marketing communications,
- social media management,
- web analytics,
- PPC management and SEO optimization
- organization of events (promotions, fairs),
- creating content for web and print media.
Recommended or Required Reading
Required Reading:
KARLÍČEK, Miroslav et al. Marketingová komunikace: Jak komunikovat na našem trhu. 2. vyd. Praha: Grada, 2016. 224 s. ISBN 978-80-247-3541-2.
KOTLER, Philip, KARTAJAYA, Hermawan and Iwan SETIAWAN. Marketing 5.0: technology for humanity. Hoboken: John Wiley & Sons, 2021. 206 p. ISBN 978-1-119-66851-0.
MALHOTRA, K. Naresh. Marketing Research. An Applied Approach. 7th ed. Harlow: Prentice Hall, 2019. 864 p. ISBN 978-0136085430.
KARLÍČEK, Miroslav et al. Marketingová komunikace: Jak komunikovat na našem trhu. 2. vyd. Praha: Grada, 2016. 224 s. ISBN 978-80-247-3541-2.
KOTLER, Philip, KARTAJAYA, Hermawan and Iwan SETIAWAN. Marketing 5.0: technology for humanity. Hoboken: John Wiley & Sons, 2021. 206 p. ISBN 978-1-119-66851-0.
MALHOTRA, K. Naresh. Marketing Research. An Applied Approach. 7th ed. Harlow: Prentice Hall, 2019. 864 p. ISBN 978-0136085430.
Recommended Reading:
CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 4th ed. London: Routledge, 2013. 613 p. ISBN 978-0-415-53335-5.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9.
TAHAL, Radek a kol. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. 264 s. ISBN 978-80-271-0206-8.
CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 4th ed. London: Routledge, 2013. 613 p. ISBN 978-0-415-53335-5.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9.
TAHAL, Radek a kol. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. 264 s. ISBN 978-80-271-0206-8.
Planned learning activities and teaching methods
Project work, Terrain work
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
CreditCredit85 85