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

Course Unit Code546-0144/01
Number of ECTS Credits Allocated4 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
MAT49Ing. Simona Matušková, Ph.D. Paed.IGIP
Learning outcomes of the course unit The course introduces students to the basics of marketing. During the lectures attention is paid mainly to the marketing of raw material industrial enterprises, their surroundings and individual tools of the marketing mix. At the seminars the students will acquire the acquired knowledge in the preparation of the semester project and in solving the case studies most often from the tourism.
Learning Outcomes of the Course Unit
Characterize the specifics of B2B marketing. Distinguish buyers and consumers. Explain the principles and process of segmentation in the raw material industry. Apply individual elements of the marketing mix in a tourism. Evaluate offline and online tools in the B2B market.
Course Contents
1. Marketing, its historical evolution and importace.
2. Modern international marketing.
3. B2B marketing.
4. Tourism markets.
5. Tourism services clasification.
6. Marketing systems.
7. Marketing mix.
8. Product: its life cycle and its analysis.
9. Price: its decision and determination, factors influencing pricing.
10. Distribution: its ways in tourism.
11. Advertisement and communication in tourism.
12. Marketing legislations.
13. Marketing forecasts, E-marketing.
Recommended or Required Reading
Required Reading:
OFLAZOGLU, S. ed.: Marketing [online]. InTech, 2018, 160 s. DOI:10.5772/intechopen.71388. ISBN 978-1-78923-436-7
KOTLER, P., WONG, V., KOTLER, P., SAUNDERS, J., ARMSTRONG, G.: Moderní marketing: 4. evropské vydání. Přeložil Jana Langerová, Vladimír Nový. 1. vyd. Praha: Grada Publishing, 2007, 1048 s. ISBN 978-80-247-1545-2
LOŠŤÁKOVÁ, H.: B-to-B marketing: strategická marketingová analýza pro vytváření tržních příležitostí. 1. vyd. Praha: Professional Publishing, 2005, 186 s. ISBN 80-86419-94-0
MATUŠKOVÁ, S.: Marketing v surovinovém průmyslu. E-learningová podpora, VŠB-TU Ostrava, 2018.
ZIMMERMAN, A. S., BLYTHE, J.: Business to business marketing management: a global perspective. 2nd ed. London: Routledge, 2013, 498 s. ISBN 978-0-415-53703-2
Recommended Reading:
MAKHITHA, K. M., CANT, M. C., THERON, D. ed.: Business-to-business marketing. Cape Town: Juta, 2016. ISBN 978-1-48512-122-0
FORET, M.: Marketingová komunikace. 1. vyd. Brno: Computer Press, 2006, 443 s. ISBN 80-251-1041-9
KOTLER, P., TRÍAS DE BES MINGOT, F.: Inovativní marketing: jak kreativním myšlením vítězit u zákazníků. Přeložil Hana Machková, Jiří Adamík, Josef Malý. 1. vyd. Praha: Grada Publishing, 2005, 200 s. ISBN 80-247-0921-X
POSTLER, M.: Média v reklamě: Televize, rozhlas, tisk. 1. vyd. Praha: Vysoká škola ekonomická v Praze, Nakladatelství Oeconomica, 2003, 104 s. ISBN 80-245-0629-7
KOTLER, P., PFÖRTSCH, W, A.: B2B brand management. Berlin: Springer, 2006, 373 s. ISBN 978-3540253600
Planned learning activities and teaching methods
Lectures, Tutorials, Other activities
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
Credit and ExaminationCredit and Examination100 (100)51
        CreditCredit30 17
        ExaminationExamination70 34