SubjectsSubjects(version: 898)
Course, academic year 2021/2022
Marketing of Food Products - N321014
Title: Marketing potravinářských výrobků
Guaranteed by: Department of Carbohydrates and Cereals (321)
Actual: from 2021
Semester: winter
Points: winter s.:2
E-Credits: winter s.:2
Examination process: winter s.:
Hours per week, examination: winter s.:1/1 MC [hours/week]
Capacity: unknown / unknown (unknown)
Min. number of students: unlimited
Language: Czech
Teaching methods: full-time
For type:  
Guarantor: Pour Vladimír Ing. CSc.
Examination dates   Schedule   
Annotation -
Last update: TAJ321 (25.09.2013)
The course helps students to understand the nature and role of marketing and its application in the business, provides information about the business environment, the marketing information system, the planning, the shopping behavior of buyers. Students learn to segment the market according to several criteria to find the target customer group and to determine the marketing mix, a suitable product, reasonable price, good promotion and distribution method.
Aim of the course -
Last update: TAJ321 (25.09.2013)

Students will be able to:

• understand the problems of marketing in the food industry,

• describe the various elements of the marketing mix,

• Identify target segments,

• solve simple case study.

Literature -
Last update: TAJ321 (03.10.2013)

R: Grosová S.,Marketing. Principy, postupy, metody. VŠCHT Praha, Praha 2002

R: KOTLER, P. a kol. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2

A: KOTLER, P., Marketing podle Kotlera : Jak vytvářet a ovládnout nové trhy, Praha, Management Press, 2000,80-7261-010-4

Learning resources -
Last update: TAJ321 (26.09.2013)

Syllabus -
Last update: TAJ321 (25.09.2013)

1. Basic concept of marketing

2. Customer Analysis and competition in the food industry

3. Marketing strategy and strategic planning

4. Portfolio models and their application in practice

5. Marketing mix

6. Product - characteristics, life cycle

7. The development of new food products

8. Price - factors affecting production, pricing methods for food products

9. Marketing communications - advertising, sales promotion, public relations, personal selling

10. Distribution - distribution channels

11. Marketing Research

12. The purchase behavior of customers when buying food products

13. Case study I.

14. Case study II.

Entry requirements
Last update: TAJ321 (25.09.2013)


Registration requirements -
Last update: TAJ321 (26.09.2013)

Business Economy - recommended

Teaching methods
Activity Credits Hours
Účast na přednáškách 1 28
Práce na individuálním projektu 0,4 10
Příprava na zkoušku a její absolvování 0,2 6
Účast na seminářích 0,4 12
2 / 2 56 / 56
Coursework assessment
Form Significance
Regular attendance 30
Defense of an individual project 20
Examination test 50