116-0509/01 – Marketing Applications (MAPP)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Petr Baránek, Ph.D.Subject version guarantorIng. Petr Baránek, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageEnglish
Year of introduction2009/2010Year of cancellation2011/2012
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 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 subject Marketing Applications enlarges and deepens the subject Marketing. The aim of the subject is teaching-in areas, where present marketing interlopes, such as Business Marketing, Marketing of Services, Marketing of Nonprofit Organizations, Political Marketing, E-commerce. One of the Marketing Applications aims is creating competitive advantages. Basically, all aims connected with firm processes are marketing aims as well. The subject focuses on marketing planning substance and related activities. 1. Marketing of Services. 2. Marketing Management of Services in Practice. 3. Political Marketing. 4. Marketing of Educational Institutions. 5. Marketing of Non-profir Organizations. 6. Muinicipal and Regional Marketing. 7. Marketing of Financial Sector. 8. marketing of Insurance Institutions. 9. E-business. 10. Travel Marketing. 11. Marketing of Cultural and Sports Envents. 12. Marketing of Postal Services. 13. Business Marketing. 14. Current Trends in Marketing (Green Marketing).

Compulsory literature:

1. Blokdyk: Marketing Applications A Complete Guide - 2019 Edition. London: 5starcooks, 2019. ISBN 0655816607. 2. Kotler, Keller, Goodman, Brady, Hansen: Marketing Management (4th European Edition). New York: Pearson Education Limited, 2019. ISBN 1292248440. 3. Wirtz,Lovelock: Services Marketing: People, Technology, Strategy (Eighth Edition). New York: World Scientific Publishing, 2016. ISBN 9781944659011.

Recommended literature:

1. Kleinaltenkamp, Plinke, Wilkinson, Geiger: Fundamentals of Business-to-Business Marketing. London: Springer International Publishing AG, 2015. ISBN 3319124625. 2. Perreault, McCarthy: Applications in Basic Marketing 2004-2005. McGraw-Hill/Irwin, 2005. ISBN 0072864702 (0-07-286470-2) 3. Chadwick, S.: Routledge Handbook of Sports Marketing. New York: Taylor & Francis. 2017. ISBN 9780815394860.

Way of continuous check of knowledge in the course of semester

Student project work.


Other requirements



Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Marketing applications. Marketing`s role in the Global Economy. Evaluating opportunities in the changing marketing environment. Improving decisions with marketing information. 2. Consumers behavior. Final consumers and their buing behavior. Ethical marketing in consumer-oriented societes. Appraisal and challenges. 3. Introduction to Business Marketing. Business product classification. Differences between business marketing and consumer marketing. The nature of demand in business markets. The implication of derived demand. 4. Business buying behaviour. Factors affecting buying decisions. The process of business buying. Buying grid. Buying situations. Decision-making unit. Buiyng motivation. 5. The choice of target segments. Segmentation. Segmentation bases. Macrosegmentation. Mezosegmentation. Microsegmentation. Target marketing. Positioning. 6. Marketing of Services. Characterization of services market. Classification of services. Characterictics of services and their marketing implications. Marketing of services development and contemporary trends. 7. Marketing Management of Services in practice. Managing service business. Marketing mix concept use in the service industry. Differences to the content of service marketing elements. 8. Marketing for Nonprofit Organizations. Characterization of nonprofit organization´s market. Classification of nonprofit institutions. Application of nonprofit institutions. Application of nonprofit marketing, the main differences in marketing concepts and tools. Public corporations (image building and branding, company background presentations, new media distribution of public reports). 9. Marketing for Finantial Services. Characterization of finantial services market. Recent development of finantial services and their classification. Differences in the application of marketing in finantial institutions. The position of the client. Banking products. Insurance company, insurance products and solicitor`s marketing. 10. Travel Marketing. Characterization of travel services market. Classification of travel services. Application of marketing in a travel environment. Marketing mix concept in the travel industry. 11. Customer Relationship Management. CRM as an essential force behind almost every business decision, it`s integrattion throughout firm`s marketing. The important new perspectives that evolve from customer relationship management (CRM) strategies and tools, and how they relate to concepts such as customer equity, customer acquisition, and retention costs are featured throughout. 12. E-Commerce. Integrated E-Commerce Coverage. Analysis of how developments in e-Commerce impact marketing thinking and marketing action. A comprehensive discussion of marketing lessons learned from both the successes and failures of companies, including the dot.coms, in the new economy. Consequences of e-Commerce on business today. 13. E–Marketing. The E-marketing as a subordinated part of the e-Commerce. E-marketing fundamental characteristics, definition of the influence of Internet to individual elements of marketing mix and to changes in behaviour of customers and suppliers. A view to exploitation Internet in marketing and business in Czech conditions. 14. Sports marketing. The Role and Scope of Sport Events. Designing, Planning, and Controlling Event Logistics. Providing Hospitality at Sport Events. Event Marketing. Financing Sports Events. The Role and Scope of Sport Events. Financing Sports Events.

Conditions for subject completion

Full-time form (validity from: 2009/2010 Winter semester, validity until: 2011/2012 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  15
        Examination Examination 70  36
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2010/2011 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner