116-0309/03 – Marketing Applications (MAP)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantorIng. Petr Baránek, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageCzech
Year of introduction2010/2011Year of cancellation2011/2012
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, Ph.D.
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
KOB0029 Ing. Pavel Kobe
KOZ99 doc. Ing. Roman Kozel, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+2

Subject aims expressed by acquired skills and competences

1. To identify possibilities of marketing applications in various areas/branches. 2. To comprehend different utilization of marketing mix tools. 3. To use suitable marketing tools and proper organization. 4. To design marketing plans for marketing applications. 5. To apply tools of marketing mix in practice.

Teaching methods



The aim of the course is to acquaint students with the main applications of marketing, which are not directly related to the classical consumer market. The course concentrates primarily on defining differences concerning service marketing and business marketing. The goal is also to master the use of relevant marketing mix tools whose deployment is different in each specific application.

Compulsory literature:

KOTLER, P., J. T. BOWEN, J. C. MAKENS and S. BALOGLU. Marketing for Hospitality and Tourism. 7th ed. Harlow: Pearson, 2017. 680 p. ISBN 978-1-292-15615-6. LEES-MARSHMENT, J., B. CONLEY, E. ELDER, R. PETTITT, V. RAYNAULD and A. TURCOTTE. Political Marketing: Principles and Applications. 3rd ed. London: Taylor&Francis, 2019. 266 p. ISBN 978-0-8153-5320-1. WIRTZ, Jochen and Christopher LOVELOCK. Essentials of Services Marketing. 3rd ed. Harlow: Pearson, 2018. 670 p. ISBN 978-1-292-08995-9.

Recommended literature:

CHITTY, W., S. D’ALESSANDRO, D. GRAY and A. HUGHES. Services Marketing. 2nd ed. Docklands: Oxford University Press, 2019. 509 p. ISBN 978-0-19-030316-7. HILL, E., C. O’SULLIVAN, T. O’SULLIVAN and B. WHITEHEAD. Creative Arts Marketing. 3rd ed. London: Taylor&Francis, 2018. 305 p. ISBN 978-1-138-21376-0. PIKE, Steven. Destination Marketing: Essentials. 3rd ed. London: Taylor&Francis, 2020. 324 p. ISBN 978-0-3674-6954-2.

Way of continuous check of knowledge in the course of semester


Other requirements


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Marketing of Services. 2. Marketing management of Services in Practice. 3. Political Marketing. 4. Marketing of Educational Institutions. 5. Marketing of Non-profit Organizations. 6. Municipal and Regional Marketing. 7. Marketing of Finantial Sector. 8. Marketing of Insurance Institutions. 9. E-business. 10. Travel and Tourism Marketing. 11. Marketing of Cultural and Sports Events. 12. Marketing of Postal Services. 13. Current Trends in marketing.

Conditions for subject completion

Full-time form (validity from: 2011/2012 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation Credit 85 (85) 0 3
        Písemka Written test 40  20
        Projekt Project 45  25
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2011/2012 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2011/2012 (B6208) Economics and Management (6208R011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2011/2012 (B6202) Economic Policy and Administration (6202R010) Finance (00) Finance P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

2011/2012 Summer