116-0340/03 – Professional Practice (OP)

Gurantor departmentDepartment of Marketing and BusinessCredits3
Subject guarantorIng. Bc. Lenka Švajdová, Ph.D.Subject version guarantorIng. Bc. Lenka Švajdová, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Study languageCzech
Year of introduction2020/2021Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
SVA213 Ing. Bc. Lenka Švajdová, Ph.D.
SIW009 Ing. Markéta Zajarošová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 0+2

Subject aims expressed by acquired skills and competences

1. Selection of company/institution/agency 2. Contact with the company/institution/agency 3. Drawing up a practice plan 4. Approval of the practice plan by the guarantor of the subject 5. Implementation of practice 6. Preparation of the final practice report 7. Approval of the final report by the course guarantor 8. Credit

Teaching methods

Terrain work


Students complete an internship in a selected company, institution or agency. The aim of the internship is to develop students' skills in activities related to the studied specialization and prepare them for future employment or entrepreneurial activity. Before commencing the practice, the student prepares a practice plan in a pre-prepared form, which contains the place of practice, the aim of the practice, the content of the practice including the expected activities, the time organization of the practice and the contact person of the practice client. This plan is then approved by the course guarantor. For a period of one to three months, the student learns about the operation of the department / agency and the activities and work of individual employees. Under the guidance of a mentor, he processes data and provided information, participates in marketing (business) activities related to the operation of the company/agency and participates in the organization of events. After completing the practice, the student submits a final report in which he summarizes the results of his activities achieved during the practice.

Compulsory literature:

DE PELSMACKER, P., GEUENS, M. and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. New Jersey: Pearson Education, 2021. ISBN 978-1292327891. KINGSNORTH, Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 3rd ed. London: Kogan page, 2022. 416 p. ISBN 978-1398605978. KOTLER, Philip et al. Marketing Management. 4th European ed. Harlow: Pearson, 2019. 840 p. ISBN 9781292248448.

Recommended literature:

BURNS, Alvin C. and Ronald F. BUSH. Marketing Research. 7th ed. Boston: Pearson, 2014. 487 p. ISBN 978-0-133-07467-3. CHAFFEY, Dave. Digital Marketing: Strategy, Implementation and Practice. 7th ed. New York: Pearson Education, 2019. 545 p. ISBN 978-1-292-24157-9. MALHOTRA, Naresh K. Marketing Research: An Applied Orientation. 7th ed. Harlow: Pearson, 2019. 888 p. ISBN 978-1292265636.

Way of continuous check of knowledge in the course of semester

Awarding credit based on the company's confirmation of completion of professional practice.


Other requirements

The student will carry out an internship to the previously agreed extent (on the basis of the assignment) agreed by the subject guarantor. The chosen organization will confirm the practice by filling out the Certificate of Professional Practice.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

Examples of topics in past years: - analysing data from market analysis; - practical placement in the marketing department; - design of a marketing campaign; - editor for a student web portal; - event management; - content management of the social networks; - intenrship at the Public relations department of VSB-TUO; - administering of a CRM database.

Conditions for subject completion

Full-time form (validity from: 2020/2021 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit Credit   3
Mandatory attendence participation: according to the requirements of the company, a minimum number of hours of practice must be met

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Conditions for subject completion and attendance at the exercises within ISP: the student must complete a professional practice and submit the required documents

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (N0414A050001) Marketing and Business P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (N0414A050001) Marketing and Business P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (N0414A050001) Marketing and Business P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (N0414A050001) Marketing and Business P Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (N0414A050001) Marketing and Business P Czech Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

2023/2024 Summer
2022/2023 Summer